Marc Graser at Variety has a good piece (11/23/09) about how BMW, after a six year period of self-exile, is returning to the world of entertainment product placement and cross-promotions.
The return comes after an internal assessment by BMW that they had actually lost reputation and perception ground to competitors – in particular Audi – by pulling out. So the car maker has turned to Propaganda GEM, the marketing firm that helped put Audi in the place it is right now, to help them re-establish a presence. Propaganda’s taking of the BMW account means they had to drop Audi, a decision they’re positioning as an opportunity to pursue “new challenges and looking to do things differently.”
But I’m willing to bet that BMW doesn’t want them to do things differently – they want exactly the same results Propaganda got for Audi and anytime there’s a deviation from an existing plan they’ll ask why.
Some of the money, which they’re willing to spend on movie cross-promotions if the right opportunity comes along, is coming from BMW’s decision to drop sponsorship of Formula One racing.
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