BMW Trunk Contest danielkuenz
BMW Co- Creation Lab Successfully enable continuous collaboration
Serving a market segment with elaborated needs and requirements, BMW aims to continuously push the cutting edge of technology and innovation. The company knows that even minor improvements can be of great value to the user. Involving the customer into the ideation process has become an increasingly valuable method to generate additional knowledge. In an effort to further improve the usability and security of its vehicles’ trunks, BMW decided to tap into “the wisdom of the crowd” and directly ask its customers for their ideas.
In order to provide a low-barrier environment to collaborate with a broad variety of people, BMW cooperated with HYVE. HYVE’s IdeaNet® technology had proven its success and reliability as an online co-creation platform in several prior projects with BMW. Based on previous positive experiences, BMW announced a new contest in May 2013. Co-creators were goaled to submit innovative ideas on how to improve the luggage compartment of BMW vehicles, especially for the SUVs of the X-line and the Mini Countryman. A selected group of eleven BMW employees participated as experts in the contest.
The BMW trunk contest was considered a great success by all parties involved. It generated a large variety of excellent ideas and introduced BMW’s subject-matter experts to new, exciting, and partly unconventional ways to innovate. Within only one month, 700 participants submitted 756 ideas. 6,931 exchanged messages, 18,856 evaluations, and 9,920 comments indicate the community’s vivid interaction and deep engagement. The contributors of the three best ideas selected by the jury consisting of BMW top managers were also invited to a workshop in Munich to further develop their ideas.