Exhilarating, sensual, adventurous, sexy. BMW successfully captures the heart and emotions of avid car lovers. As a BMW driver and a passionate car geek, the short video of BMW’s desirable monster machines immediately caught my attention with the sleek vehicles and astounding stunts.
Realistically, driving a BMW wouldn’t make you a building jumper or a street racer, but the product definitely brands you as stylish and cool, maybe even sexy. BMW’s decision to invest multi-million dollars into the Mission Impossible franchise demonstrates the firm’s great perception on the newest introductions, the 6 series and the i8, to its big and beautiful family.
Essentially, BMW is launching a very expensive marketing campaign to create massive hype around these two products, hopefully to leave a lasting impression on consumers before the vehicles are available for sale. As Abe accurately outlines BMW’s strategy on BrandChannel.com, BMW wishes to effectively create attractive publicity around the products and the brand as well. This strategy, technically known as product placement, implicitly advertises the products. By implicit, I mean the firm isn’t explicitly hard-selling the product. This type of promotion is subtle and is often welcomed by consumers, as they enjoy the appealing portrayals of these products and appreciate the real life implications (realistic to some extent) of them, compared to traditional in-your-face ads.
Personally, I find this approach to be rather effective because you seem to get an opinion of the product from an outsider who’s not affiliated with the brand. Sometimes, this seems to be a tad more convincing than the average, typical commercial. Maybe this is a mental heuristic because we naturally think brands are evil and deceptive.
Whatever the case may be, Tom Cruise swerving around in his i8 may actually convince me to break my wallet and buy the snazzy sports car.
