BMW Asia launches Augmented Reality App in partnership with the Esplanade

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

BMW All-Access Pass used to present exclusive art content.

Singapore – BMW Asia has announced the roll-out of a “BMW All Access” mobile app in collaboration with the Esplanade – Theatres on the Bay Singapore, to showcase popular dance and musical performances from now until 5 September 2013.


Powered by an Augmented Reality (AR) mobile application, the BMW All Access Pass grants visitors with exclusive video content, which are accessible in nine designated venues within Esplanade. The videos contain ‘hidden’ performances from renowned groups, including the Singapore Dance Theatre, Singapore Symphony Orchestra, Frontier Danceland and ZingO Drum. With the BMW All-Access Pass, all users need to do is activate and point their iPhone or Android phones at designated print posters located within the Esplanade to play the fascinating videos.

“The BMW Group has been a consistent supporter of classical and contemporary arts for more than 40 years. And we’re excited to spread the joy of music and dance with innovative technology,” said Mr Lito German, Marketing Director of BMW Asia.

In response to the campaign, Mr Lim Ewe Leong, Director for Partnership Development of the Esplanade said “As the national performing arts centre, we are always on the lookout for new ways to present art, music and cultural performances to our target audience. As such, the Esplanade is especially pleased to be partnering BMW Asia for such an innovative and interactive campaign.

To make the augmented reality experience even more enticing, a contest has been put in place with attractive prizes to be won. The user can unlock a badge for every performance they catch. Ever badge will earn them a chance to win $200 Esplanade vouchers.


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Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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