|
Abstract:
|
In this thesis I examine the unique positioning of BMW Films in the history of automotive advertising in the United States and suggest that BMW's unique approach of combining cinematic film and Internet technology initiated a new form of communication between luxury car manufacturers and their targeted audience. This shift occurs at a time when reaching consumers through more traditional advertising outlets was becoming increasingly difficult due to the proliferation of modern technology. I propose that this communication shifted from traditional mass mediated messages to technologically sophisticated messages that enabled greater freedom and more individualization. Using the Internet, BMW was able to overcome barriers and regulations imposed by traditional media outlets, enabling it to enhance its advertising to involve higher levels of meaning in a more interactive and engaging manner through the use of the Internet. In an Internet saturated economy, the producer-consumer relationship has moved beyond the basic encoding and decoding of messages that targeted the masses to a more individualized approach. At the time of the release of BMW Films, the Internet functioned only as an extension of more traditional forms of advertising. BMW was, therefore, the first luxury car manufacturer to realize that the Internet provided ways to create a multi-sensory experience that could capture audience attention and then persuade them to communicate the message to others. This advertising method created new forms of communication, in which consumers were invited to seek out the website in an active manner in order to view the films as entertainment. An interesting combination of traditional advertising outlets, such as print, billboard, and even movie trailers was used to capture consumer attention and lure them to the bmwfilms.com website. Then, a non-traditional format of incorporating Hollywood films directors, recognizable actors, and action-packed short films was used to reinforce BMW's brand identity of luxury performance. This level of interactivity is increasingly important as consumers' attention spans are becoming shorter in the midst of today's technology-rich environment. It is becoming more difficult for luxury car manufacturers to reach their consumers, requiring them to develop unique and creative ways to attract the attention of consumers. The usage of innovative marketing techniques by BMW Films, such as viral marketing, a push-pull strategy, and most importantly emotional branding has turned a niche cinematic advertisement into a widespread success. The success of the films, in both a business and artistic sense, will push automotive advertising forward to use these now established techniques. In order to compete within this highly saturated industry, luxury car manufacturers must continue to innovate beyond BMW Films in order to effectively communicate their brand message to consumers in a technologically advanced marketplace. |