BMW of North America signed a deal with ABC’s “Jimmy Kimmel Live” as the show’s sponsor for the Oscars nights. Additionally, BMW bought out all the commercial time during Wednesday’s leap day-themed broadcast. Moving onto the online medium as well, Jimmy Kimmel’s Youtube channel will feature BMW sponsored videos through March.
Media agency Universal McCann brokered the deal for BMW and the marketing efforts are focused on the new BMW 3 Series.
During last night’s Oscars, ABC’s late night show featured an opening title sequence showing Guillermo Rodriguez racing up Hollywood Boulevard in a BMW 3 Series to bring Kimmel’s the missing bowtie. Due to the Oscars’ popularity, the Kimmel Oscars episode is watched by nearly 4 million viewers.
On Wednesday, the show will air commercial-free and BMW will feature a five-minute skit, while the rest of the show will be presented by BMW and include comedic vignettes starring Kimmel, guests and crew that celebrate having more time.
With this new marketing stint, BMW is hoping to capture the attention of the younger demographic the show brings and the entry-level sedan is the perfect vehicle on this occasion.
According to Paul Furia, senior VP, experience architect, at Universal McCann, a 30-second spot on the show averages between $30,000-$45,000.
Interesting enough is the fact that Kimmel himself drives a BMW.