BMW today announced the launch of its short film series titled, “Alter Egos.” Revealing the hidden “alter egos” of personalities such as Donna Karan, Ed Norton, Kevin Bacon, Glenn O’Brien, Tory Burch and David Yurman, the films utilize storytelling to mark the launch of the redesigned BMW 6 Series. The films will be distributed on the Plum Television and Online Network, and will run through October 2011.
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As an extension of its multi-media marketing campaign, BMW utilized storytelling to introduce the redesigned convertible. The concept acknowledges that individuals maintain a public persona, in addition to having a private, “off hours” persona where they indulge in their alter ego. The premiere film features Donna Karan, where she shares details of her alter egos as both renowned fashion icon and humanitarian.
The original BMW Short Films
“The BMW 6 Series is often recognized for its elegant styling, but behind its striking facade lays incredible power and some of the most advanced technologies in the automotive industry,” said Trudy Hardy, Manager, BMW Marketing Communications and Consumer Events, BMW of North America. “The “Alter Egos” film series is an innovative approach that enables us to show viewers the various sides of well known personalities as well as the BMW 6 Series.”
Ensemble, Mediabrands’ branded entertainment agency partnered with Plum, distribution and production company, to create the films.
“The “Alter Egos” films, like the BMW 6 Series, trace the pursuit of personal passions and the ways in which we express other sides of ourselves,” said Scott Donaton, CEO and President of Ensemble. “The partnership with Plum allows us to share these stories in destinations our target audience escapes to explore and indulge in their own alter egos.”
The film series will also be distributed at the Hampton Film Festival, the Peggy Siegal VIP Film Premiere Series in the Hamptons and the Plum Television and Online Network, which operates in Nantucket, Martha’s Vineyard, the Hamptons, Miami Beach, Aspen, Vail, Telluride and Sun Valley.
“As the only four-platform media company specializing in this demographic, we saw this as a unique opportunity to surround the target. The key is to be authentic and to tell great stories. Plum’s unique access to extraordinary people makes that possible,” said Rob Gregory, President of The Plum Network.
UM is the agency responsible for the development of the overall media campaign.