BMW North America is returning to the Super Bowl after 10 years

Article by Christian Andrei, on December 3, 2010

After a 10-year absence, BMW North America is returning to the Super Bowl. The timing is excellent as it will enter during a period characterized by launches of new models and products. BMW globally operates out of Germany but its US headquarters are located in Woodcliff Lake, N.J. BMW expects that between 2010 and 2011, more than 60% of its total inventory will be new vehicles.

Stacy Morris, marketing communications manager at BMW, said that being in the Super Bowl enables the company to “make that big impact,” especially as it is about to have its biggest launch period in history.

These launches include the new BMW 6 Series coupe and convertible models, the 5 Series sedan, the 2011 X3 sports utility vehicle, and the ActiveE, BMW's electric car that arrives next summer.

Morris declined to release further details about the advertising deal, such as how many spots were bought and how long they are. However, she mentioned that the MDC Partners' Kirshenbaum Bond Senecal & Partners is tasked to handle the Super Bowl work.

With the selection of this agency, it implies that BMW might be planning to present the electric vehicle to customers during the Super Bowl, the biggest advertising event on TV.

It has been revealed that KBS&P, which has been associated with BMW through its digital arm Dotglu, has been tasked to handle the launch of the ActiveE. BMW's media-planning and buying agency is Interpublic Group of Cos.' Universal McCann.

BMW is scheduled to end ties with its lead global creative agency for five years, the Omnicom Group's GSD&M Idea City in Austin, effective Dec. 31 of this year. The agency initiated the breakup. BMW said that it doesn’t seek a replacement for Idea City's role and instead will be working with its current roster, which includes KBS&P, Universal McCann as well as WPP's Grey. [via autonews - sub. required]

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