All through December, BMW’s been working a social media marketing campaign centered round an entity referred to as “Dee.” It began December 13 with a mock hack of the automaker’s social networks, a number of posts on BMW’s Instagram web page and elsewhere reveling in Dee “borrowing BMW’s channels to do some ‘analysis'” as if Dee had been a cabal of insouciant black hats. The Insta web page even obtained renamed to Dee for a fast minute. Then got here Arnold Schwarzenegger. Final seen in a BMW advert pretending to be Zeus driving the brand new iX throughout the Tremendous Bowl, he enters stage left taking off the legendary costume and has a short chat with Dee earlier than starring in one other submit on December 20 the place he works with the disembodied feminine voice to discover a new outfit.
The marketing campaign simply pulled out its subsequent two huge weapons in David Hasselhoff and the Knight Industries Two Thousand, in any other case referred to as Ok.I.T.T. Two days in the past, the Hoff was reunited with the co-star that made him well-known, the human star effusing over the black Pontiac Firebird with the Cylon eye and Vulcan temperament, the message being that somebody might be happier about their automobile than their buddies. The newest installment has Hasselhoff asking Ok.I.T.T. about “This Dee character.” The automobile responds that it would not know a lot, however they’ll meet in Las Vegas, and phrase goes to get out about no matter Dee is.
What’s all of it about? The indicators level to a brand new voice assistant. BMW put Amazon’s Alexa assistant into its autos in 2018. A BMW exec took the stage at Amazon’s Gadgets and Companies launch occasion in August this yr, telling the world BMW would use Alexa Customized Assistant know-how to create a brand new voice assistant headed for manufacturing autos inside two years.
The automaker has additionally mentioned it is going to deliver a brand new entry in its Imaginative and prescient line of ideas to the 2023 Shopper Electronics Present (CES) that runs from January 5-8. The idea intends to point out off the Neue Klasse platform designed to accommodate the vary of applied sciences BMW’s planning for the approaching decade of autos. Feels like “Hey BMW” is out for the NKL, and “Hey Dee” can be in.
In accordance with Child Heart, Dee peaked as a woman’s title within the late nineteenth century, nevertheless it peaked as a boy’s title in about 2000 — that means Dee will hit the market across the time the primary batch of boy Dees are purchasing at their first new BMW.
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