BMW extends film strategy with new stories

by Emma Rigby, Revolution UK 08-Feb-06

LONDON - BMW has unveiled a new entertainment strategy to extend its previous BMW Films marketing.

BMW Audio Books is a series of audio stories, which users can download free from a new website. It is part of the motor manufacturers plan to engage with new audiences by creating new content that fits in with user's interests.

Celebrated author Don Winslow launched the campaign with 'Beautiful Ride', the first of the series of specially commissioned short stories.

Each story features a different BMW car and is designed to last the length of an average car journey.

The website, book-covers and CD packaging were designed by Meme, which is also developing online advertising. Print ads by WCRS will support the initiative.

Media planning and buying was through Zed Media, which planned interactive audio ads to run on news and music sites. A paid search listings push will start in early February.

Richard Hudson, BMW UK general manager for marketing communications, said: "BMW Audio Books is another innovative marketing communication that was inspired by the success of the BMW films. It takes quite a traditional creative process and twists it into a unique offer for a difficult to reach, but cultured audience.

He added: "BMW cars have challenged perceptions with their new design language in recent years and we believe that BMW Audio Books reflects that process."

Other authors in the scheme include James Flint, Simon Kernick and Karin Slaughter.

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