Voted by Adweek as the Best Promotion of the 2000s, BMW Films was a brilliant exercise in branding and promotion that started back in 2002, which was probably ahead of its time with the high quality production and cast of Hollywood A-list stars and directors. The series of short films showed that if videos were good enough, people would be captivated for more than 30 seconds. And boy did they make BMWs uber-cool with most viewers wanting to drive and experience a car like Mr Clive Owen. As well as wondering which celebrity would appear in the next film the most capitivating thing of all was the sense of story and adventure. Whilst following fairly simplistic storylines, the films created a sense of journey that viewers wanted to continue on – a journey that they also wanted to share virally, using the internet to turn something cult into something mainstream very quickly.
Branded entertainment case study: BMW movies – luxury car to movie star
- Episode 1: Ambush
- Director: John Frankenheimer
- Starring: Clive Owen and Tomas Milian
Watch all the films: Seasons 1 & 2 and behind the scenes videos at