BMW Films: 'The Hire'

The Hire campaign represents a bold step for a marketer into the world of branded entertainment. No benchmarks existed to give BMW confidence that this would pay off. Ultimately, the campaign attracted a huge audience with the right target profile. Costing only 56% of BMW's traditional advertising in terms of the brand exposure gained, the films more than doubled BMW's growth, leading to a 74% sales increase. In addition, it attracted the equivalent of $26 million exposure value in free publicity. This paper demonstrates the economic rewards BMW has been able to enjoy as a reward for their marketing courage, and for their belief in an idea