Automotive sites have been getting more and more complex over time and these two micro/experience sites are great examples of what Flash can do to help someone really experience a product or brand. BMW has achieved this greatly in their latest experience sites to help you explore and learn more about the new 2007 BMW 3 series Coupe. The site feature super crisp 1024 width video of the car spinning that is later interactive. It feature great motion control camera work that will whisk you into the cabin of the car when you choose to learn about the interior. If you look closely you can see you how they swap in a high res still image after the movement stops, which is a great idea. They have shot the original video in Hi-def to so this and have such a clean image. All the detailed sections are chalk full of video or images to tell you more. Some of these sections even have interactive demos, such as the adaptive steering headlights.
The site also features a path navigation system that is unique but could be confusing to some. Upon clicking "Expand" it will expand the navigation to reveal how far in the site you have traveled and where you can go. Although quite cool and innovative, it fails to show the deeper levels you can reach within the site until you actually get there. Case in point: Until I click on the engine link I do not realize there are two more links below it, describing the 2 types of engines they offer. I think a simple solution for this would have been to show the full site structure, but grey out the areas you have not visited lately so at least you they are there. Also the other features such Ambient lighting are buried 2 levels down under the new sophisticated details sub-nav. Its a cool idea but one that limits the nav too much when the sites main goal should be to let users find everything quickly and efficiently. Also a bit shocking but they need to fix the lack of audio controls. Although ambient music is cool even the best audio loop after 30 times gets a bit old.
In terms of design though the designers did a great job creating a simple and very elegant site. Subtle gradients and design elements are well placed and uses nice clean boxes for layout.
http://content.bmwusa.com/microsite/3coupe2007/E92_landing.html
Rating: 9
The sister site which promotes the hard top convertible version of the 3 series is well done as well but lacks the sophistication of the first. What is cool is the almost full width video introduction which then transitions to the car driving on the screen giving the feel of motion as the wheels spin and the road reflectors wish by. What is really quite surprising is the lack of video showing this amazing top going down. When you go into the section Versatility (which is also is a bit vague) the only option presented is to view a slide show. Really in today's bandwidth and the fact the site has an intro video that shows it, and full video showcasing the engine, this is unacceptable. This section should have had not only video but video with a POV you can change and view at any angle to really drive the selling point of how great this new feature is.
http://content.bmwusa.com/microsite/3convertible2007
Rating: 7
Wednesday, May 2, 2007
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