Recently, we announced that BMW is making a comeback to the big screen and into the Hollywood marketing arena. In the “Ghost Writer” flick, the new BMW X5 took the centerstage, along with the stars Pierce Brosnan and Ewan McGregor. Beside the vehicle product placement, BMW has also featured the sometimes overlooked BMW ConnectedDrive system.
Just recently, BMW has also sponsored the Berlin film Festival, where celebrities were chauffeured around in the 7Series ActiveHybrid, 5 Series and 5 GT.
At the end of 2009, BMW announced the hiring of the Propaganda GEM company as its global entertainment marketing agency of record, and a clear statement that the entertainment industry takes again priority at BMW.
Propaganda ended its 13-year relationship with Audi after successfully placed Audi models in some of the biggest films in the past few years: “I, Robot” or the “Iron Man” franchise.
Another example of their comeback into entertainment, is the latest video from Kyle Minogue, titled “All The Lovers”, the music video features the new BMW 3 Series Convertible.
But here is where the odd part kicks in. The vehicle introduced in the video went through some “styling changes”, the kidney were designed into a single air intake and the rounder has been removed. This of course poses the question on whether this was indeed a product placement or the BMW spirit and design was simply a great fit for the video theme.
Regardless of the deal behind the scene, BMW is still getting the full marketing exposure, and in a video with 1.8 million views, the marketing exposure becomes even more important.