U.S. “Mission to Drive” Campaign to Include Broadcast, Print, Online Advertising, and Dealer Activation with over 200 Advance Screenings of Film
BMW will mark its return to Hollywood with the release of the latest installment of the Tom Cruise action franchise, Mission: Impossible – Ghost Protocol this December. In addition to the presence of BMW vehicles featured in the film, BMW of North America will launch a Mission: Impossible-themed marketing campaign dubbed “Mission to Drive.”
The national program includes a branded advertising campaign kicking-off today via broadcast, print, online and in-dealer activations which includes a limited time “self-destructing” sales offer running now through January 2, that will also offer more than 200 special screenings of the film for BMW customers and a contest that will award an all-expense paid trip to the Mission: Impossible – Ghost Protocol U.S. premiere.
“The film allows us a wonderful opportunity to showcase not only BMW’s vision for future vehicles but to highlight some of the newest and most popular cars in our current fleet,” said Trudy Hardy, Manager, Marketing Communications and Consumer Events at BMW of North America. “The synergies between BMW’s high-performance vehicles and one of the most action-packed film franchises on the big screen were perfect.”
Several BMW vehicles – including the futuristic BMW Vision EfficientDynamics, the concept car for the forthcoming BMW i8, the BMW 6 Series Convertible – are driven by Tom Cruise’s character, Ethan Hunt, and prominently featured in several key action sequences. Glimpses of the BMW vehicles from the film are included in the studio promotional materials that will be released leading up to the film’s release.
“BMW provided an unprecedented level of technological support to our production team while shooting the film around the world, ” commented LeeAnne Stables, Paramount Pictures Executive Vice President of Worldwide Marketing Partnerships. “Our collaboration continued through development of their innovative global marketing campaign themed to the film which will lend incredible support to the studio effort.”
Additional online elements of the promotion will include Mission: Impossible – Ghost Protocol integration on international, national and regional sites, banner ads and e-mail campaigns.
Mission: Impossible – Ghost Protocol will have an exclusive IMAX engagement beginning Friday, Dec. 16 and playing through the film’s run at the box office, which begins worldwide in other formats Dec. 21, 2011.