BMW Ran Risk With Silent Role in Mockumentary†

Wall Street Journal, June 20, 2008 — Earlier this year, a half-hour mockumentary about a small Bavarian town's attempt to catapult a BMW car from Germany to the U.S. via a giant ramp garnered positive buzz from auto and pop-culture blogs. Yet rather than soak up the glory, BMW spent weeks refusing to claim the short film for what it was — a viral-marketing campaign created by the company's ad agency, GSD&M Idea City.

By keeping mum, the German auto maker was taking a risk. In recent years, the viral-marketing world has been littered with examples of companies that have pulled the wool over consumers' eyes, only to be blasted with criticism when the truth came out.

Mini-Branded Eatery Is a Big Deal in Paris†

Restaurant Named After BMW Model Wins Over Upscale Diners by Finding Unique Location and Limiting References to the Car

Advertising Age, November 19, 2007 — Once you accept that star chefs are brands in their own right, it follows that many of the best restaurants in Paris are heavily branded. Gourmets flock to establishments such as Guy Savoy, La Table de Joël Robuchon, Alain Ducasse au Plaza Athénée and Senderens (named after another Alain)...But an upscale restaurant named after an automobile?

BMW Drives Germany

Time, July 5, 2007 — Cloth seats or leather? Sunroof or spoiler? Walk into any auto dealership to buy a new car, and you'll be offered a multitude of options. If it's a BMW you're buying, however, there's a twist: you can walk out of the showroom and change your mind later. Perhaps you'd really prefer the poplar interior trim to the brushed aluminum.

Test-Driving Your Saab†

European Car Makers Sweeten Vacation Deals For U.S. Drivers who Travel Abroad to Buy

Wall Street Journal, June 12, 2007 — Europe's luxury auto makers are taking an unusual tack to lure American drivers: offering them incentives to travel abroad to buy a car and merging the experience with a high-end driving vacation. European-delivery programs, which are offered by such auto makers as BMW AG, Daimler-Benz AG's Mercedes-Benz unit, Ford Motor Co.'s Volvo unit and Porsche AG, allow U.S. customers to take ownership of a new car overseas before shipping it home.

Mini Builds Expansive Campaign Around Quirky Webisodes†

'Hammer & Coop' Blitz Covers Traditional, Nontraditional Landscapes

Advertising Age, February 20, 2007 — Taking a lesson from parent BMW, Mini USA is introducing a series of online short films that track the adventures of a character named Hammer and his sidekick Coop, a Brit-speaking Mini.

Billboards That Know You by Name

New York Times, January 29, 2007 — Each day, it seems, marketers go further in their quest to deliver messages so engaging and personalized that one cannot help feeling special. The latest step will be seen today in four cities when Mini USA begins delivering custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.

James McDowell, Manging Director, MINI USA, BMW of North America

ANA Marketing Maestros, October 6, 2006 — James L. McDowell told us the story of the MINI – one of the most important products for BMW.  He starts out by asking how many in the audience have a friend with a MINI, where about 1/3 of the crowd raises their hands.  He tells us that the MINI has actually been around since the 50’s – starting with the Austin 850

Opposites attract

What do you do when consumers want something you don't have? Give it to them.

CMO Magazine, November 1, 2005 — A BMW is not for everybody. And not just because it's out of reach for some pocketbooks. To some, the car is a symbol of status, which is exactly why they wouldn't go anywhere near it.

rise of the creative consumer: focus on innovation†

Economist, March 10, 2005 — How and why smart companies are harnessing the creativity of their customers

Navigating Curves: BMW's Push to Broaden Line Hits Some Bumps in the Road†

World-Wide Sales Are Up, But Style, Tech Glitches Turn Off Longtime Fans --- A Wurst in Three Sizes

Wall Street Journal, January 11, 2005 — Ten years ago, BMW AG looked into the future and concluded its business was in danger of running out of gas