A Look Back At BMW’s The Hire, Branded Content In The Dark Days Of Online Video

2001 sales rose 12% from 2000.  2 million people registered on the BMW site, more than half asking for more information via e-mail.  And a whopping 94% of the people who saw the films recommended them to others.

via A Look Back At BMW’s The Hire, Branded Content In The Dark Days Of Online Video.

This week’s lesson in my IMC program focused on “short films” and how they are still a growing segment of emerging media.  The interesting thing is from 2000-2001 when You Tube didn’t even exist, BMW managed to make 8 short films and translate them into success.  Check out this fellow blogger’s site to dive into the theories as to why some current commercials and short films are great as far as entertainment value (Volkswagen Passat- Darth Vader, Toyota, etc.) but did not result in an increase in sales.  BMW got huge bang for their buck.

Feel free to share with me your thoughts on this fellow blogger’s ideas as to what made BMW successful!

(Shout out to Kimberly Maxwell for an outstanding analysis of BMW that prompted this blog post!)

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