The new national marketing campaign for the all-new BMW 3 Series Sedan, which starts selling on February 11, includes a lineup of six playful digital shorts. BMW of North America said that two of these are set to be seen during Super Bowl XLVI in regions throughout the U.S. The first is entitled “The Big Grab,” which shows how freezing people inside the car get saved by a heated steering wheel.
This would air in the New York Tri-State area. The second has the title: “The Close Call,” which will air in the Southern California-Los Angeles, Atlanta and Houston areas.
The national program is created by Kirschenbaum, Bond, Senecal + Partners, which came up with a series of six 15 and 30 second digital shorts. These take a playful turn at demonstrating several of its numerous new technologies that were incorporated into the all-new BMW 3 Series. For instance, “The Perfect Seat” shows how driver’s seat memory can enable a couple who are opposites when it comes to size to share the driver’s seat.
Starting February 7, a few of BMW’s digital shorts will start to air on sites like NBC.com, ABC.com and Hulu. These Super Bowl ad spots could be viewed at www.youtube.com/bmwusa. Dan Creed, Vice President of Marketing, BMW of North America, said that the BMW 3 Series is the “global benchmark for a sports sedan.”
He believes that with these digital shorts, the public will be able to focus on the innovations on the 3 Series that set the standards for other automakers.