TITLE

BMW caught on camera

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
November 2004
SOURCE
Brand Strategy;Nov2004, Issue 187, p55
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Outlines automobile firm Bayerische Motoren Werke AG's move from push to pull marketing through the BMW Films campaign where the car's role is supported by a host of Hollywood actors. Estimated number of film views needed in the first year of the campaign to attract the same amount of brand impressions as a traditional campaign; Strategy to keep public relations and marketing voice out of the picture and sell it as entertainment; Impact of the campaign on three audiences.
ACCESSION #
15029472

 

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