Just as it did several years ago to promote a new car, BMW has created a film to promote its new K1200 R motorcycle. To say the film pushes the envelope for a marketer is a monstrous understatement. The film, complete with naked show girls, violence and S & M style sex, is sure to stir discussion. However, BMW is heading in the right direction here. It’s something very different and something very right. Standard advertising is, increasingly, useless in it’s effectiveness, and, if it isn’t being ignored by people who have become agnostic about current advertising styles, it’s being skipped over with VOD. BMW knows this and is creating something that is far more likely to be viewed.
The film is interesting in that artsy way. While it might be considered by some as envelope-pushing, for more and more people, namely the target audience for this bike, it’s really just interesting content. Advertising is boring. This film is not. BMW, again, has found the channel thorough which to communicate its marketing message in an entertaining way.
The film can be viewed here.
