Oct 012011
short film
by Profound Whatever

The progression of technology and the relatively small attention span consumers have these days has made film channels like YouTube immensely popular. Marketers everywhere have been scrambling to go viral by creating engaging short films, whether comedic or informative, to help out with brand awareness. BMW, one of the most well-known luxury brands out there, is delving into its own marketing tangent, a little side project known as the BMW Documentary Film Series. Philadelphia BMW owners have already had a chance to watch the first installment of the series, called “The New City,” and it seems like many people have found it informative and engaging. What “The New City” attempts to do is to put urban living in perspective while giving us a taste of the progression that has yet to occur – including more efficient means of transportation and living. It discusses why cities have become so popular, citing reasons like mutually beneficial living arrangements and general accessibility of amenities and other things necessary for living. Your Philadelphia BMW dealership believes that the film offers some great insights for people living in the City of Brotherly Love.


“The New City” is only part one of an ongoing documentary series created by BMW’s team of marketers and creative types. The series is a great marketing tool to help out with branding initiatives that leverage new media as their driving channels. Philadelphia BMW addicts are excited for the next addition to the documentary series, which enthusiasts think will be a solid one following the release of “The New City.” According to the press release, “Additional chapters will appear each Tuesday throughout the month of February. To allow viewers to better engage with the films and to add to the ongoing dialogue, BMW designed an innovative new video player specifically for the films.  Viewers can access additional content around a theme, quote, or speaker in real time, while giving them the option to pause the main viewer. Additionally, they can also post their own thoughts or comments directly to specific moments of the film for others to see and react.” The first film looks at the concept of “megacities” (cities with more than 15 million inhabitants) and talks about the need for more room and more efficient living. Your Philadelphia BMW dealership was especially titillated by the talk of computer driven cars and what the future holds for the driving industry.


So what exactly does the future hold for driving? Well, we hope to explore a little more of these things in the next few installments of the BMW Documentary Film Series. Philadelphia BMW drivers believe that these films are done well enough to become their own primetime specials, but the short segments make it easier for the films to go viral, simultaneously making them more accessible to a wider audience. Your Philadelphia BMW dealership has had a preview of the rest of the films, and they expect that these should have no trouble going viral either. So get enlightened and check out “The New City” anywhere good movies are found online.

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