Between the Lines: BMW Films still stands out

BMW has followed its internationally acclaimed BMW Films initiative with a new scheme to offer audio books as downloadable podcasts via a website (page 44). It is an interesting initiative that, in the words of BMW, "takes quite a traditional creative process and twists it into a unique offer".

If only these kinds of twists happened more often. BMW Films is still held up by marketers everywhere as the ultimate in emerging media and integrated marketing, but the depressing truth is that the site first launched in 2000. In more than five years, the combined talents of the world's best creative departments have yet to come up with a successor that creates anything like the same buzz.

There have been some worthy attempts, notably Crispin Porter & Bogusky's "subservient chicken" viral (the most-awarded digital campaign of 2005, according to the latest Won Report, page 4). But, with spend on emerging media growing apace, isn't it time that creative caught up with the undisputed potential that the internet offers advertisers?

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