The campaign will tap into various new pieces of tech, making the experience more complex and interactive.
BMW and VICE has announced a partnership project, in collaboration with Vizeum, to launch a series of events for the first ever BMW X2.
Escape room experiences will take place at large scale, unique venues across Australia - including a cavernous carpark beneath Sydney Opera House.
The event will run over the course of a week throughout Sydney, Melbourne and Brisbane.
Set in 2018, the 'X-Cape Room' is centred around a cosmic, lunar theme, with players assuming the role of astronomers battling a devastating black hole.
The experience will tap into various new pieces of tech, making puzzles more complex and interactive.
The first-ever BMW X2 is a unique proposition for the BMW brand. This partnership with VICE complements the bold and daring vehicle and will generate hype and interest for the striking BMW X2," says BMW Group Australia GM of marketing Tony Sesto.
VICE will also release short-form video in support of the launch and event series.
"This is the kind of wildly unique and creative collaboration that we live for at VICE. We hope to create an experience that blows minds, gets people talking and drives cosmic love for the first ever BMW X2," says VICE AUNZ MD Myki Slonim.
