Chap. 16 - Integrated Marketing Communications

BMW has many ways of promoting there products. In 2000, they put out videos online that were called BMW films to support there campaign of "Ultimate Driving Machine". From 2001 to 2002 they put out a BMW films series called "The Hire". It was a series of 8 films at about 10 minutes each. They starred an actor Clive Owen and it showed what BMW cars can do and there performances. Madonna, James Brown, Marilyn Manson, and many other celebrities starred in these films. 10 million films had been viewed on bmwfilms.com and 2 million people registered to the site. These films can be classified as branded entertainment, where it can be looked at like a hollywood blockbuster. 85% of people who BMW buyers looked and there website first.  The use of media is   increasing and finding ways to use it more and more to communicate with your costumers is a big factor to the company. By putting these films on there site they are reducing the money spent on TV advertising. 94% of people recommended these films to other people and by 2005 when they took the films off the site, they had been viewed 100 million times.

Here in this film BMW shows a leader in innovation and the domination of a luxury car.