This is one of those news that can really change the life of an agency: BMW has decided to end its branded entertainment strategy. They have been the pioneers in the sector, with the online short-film The Hire, starting a new era for online marketing. Now AdAge reports BMW decided branded entertainment was getting too expensive, but their shift can’t only be blamed on money. They declined to comment, but probably the change is also due to the fact they are still looking for a new advertising agency to handle its US account. What will happen now? Will other brands follow their move? How many agencies will have to change their business approach?
You might have already heard of “Prinzip Freunde” a site packed with advertainment/infotainment content created by BMW to connect with its customers. It was launched one year ago to promote the BMW 1er and it’s nice to see it’s still alive and kicky. One of the main characteristics of the site (which is only in German) which attracts visitors’ attention, is the fact it gives away a lot of prizes. Right now, among the others, it is possible to win tickets to the upcoming F1 Gran Prix in Hockenheim. Online ads starring Kermit the Frog are currently being used to promote the competition and drive traffic to the site.
Steve Hall posts about the film “Respect” launched by BMW to promote its new K1200 R motorcycle. I would say “Respect” to BMW for such a brilliant idea, engaging, entertaining and why not, innovative. Creating a movie for a motorcycle might appear expensive, but think about the huge amount of ads out there. People just don’t care/remember of tv spots, you need to attract them with something new, a product placement in your own advertising movie sounds so brilliant to me. Even if I won’t buy that motorcycle, my perception of BMW as a brand has increased and I’m happy to spread the word…
BMW is heavily investing in the online pre-launch of its new 1er. To create curiosity and build awareness in potential customers, the brand has developed a web site, named “Prinzip Freude” and an adventure advergame, Flame – The Game. An article (in German) introducing the initiative is presented on 7er.com, which explains that BMW’s idea is to start a dialogue with its prospects, addressing them as “friends” (Freunde), and engaging them with exclusive content and events.
Joseph Jaffe on iMediaConnection analyses the latest banner campaign by BMW, the brand finally delivering in the online space, using a “message short and sweet and intended to be just that”.
BMW cars will be soon connected to each other through a wireless lan that will allow people to exchange information about traffic jams. As the Spanish news site Iblnews explains, BMW is confident that other auto-makers will also adopt the ‘ConnectedDrive’ technology which will become a unique car communication standard.
Fallon and Optimedia have won the first Titanium Lion for ‘The Hire’, their ground-breaking online series of short films for BMW. The Titanium Lion was created this year to honour work in any category that, in the words of the organisers, “causes the industry to stop in its tracks and reconsider the way forward”. The news is reported by Jennifer Whitehead on Brand Republic.
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