BMW Films - 'The Hire'

Rob White, Adrian Ho and Lachlan Badenoch

At a time of falling TV ratings, lost generations of audiences, and the rise of ad-skipping personal video recorders, BMW's Internet Film series - 'The Hire' - represented a bold step for a marketer into the world of branded entertainment.
Agency: FallonAuthors: Rob White, Adrian Ho and Lachlan Badenoch

BMW Films The Hire

Film it and they will come: how Internet films acted like a magnet for BMW prospects and set a new economic standard for marketing efficiency.

1. INTRODUCTION

The sky is falling.

Recently, much has been written about falling TV ratings, the lost generations of audiences, and the rise of personal video recorders, such as TiVo, which facilitate ad-skipping by time-pressed discriminating TV viewers. (See Figures 1, 2 and 3.)

Much has also been written about and debated...

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