BMW Is All Over Tom Cruise's Next Big Film

  • November 8, 2011

BMW is back in the movies. There is so much in this campaign that I'm just putting it out there: BMW, which may have been the first automaker to put films online, with a series of cloak-and-dagger shorts by famous directors back in 2001, is back with the latest "Mission Impossible" movie.

The film, "Mission: Impossible - Ghost Protocol" stars thetan Tom Cruise and is in theaters in December. In addition to the presence of BMW vehicles featured in the film, BMW of North America will launch a Mission: Impossible-themed marketing campaign dubbed "Mission to Drive."
Ads launch this week on broadcast, print, online and in-dealer activations, including a limited-time "self-destructing" sales offer running now through Jan. 2 that will dangle more than 200 special screenings of the film for BMW customers. There is also a contest whose big prize is an all-expense paid trip to the "Mission: Impossible - Ghost Protocol" U.S. premiere.

Trudy Hardy, manager, marketing communications and consumer events at BMW of North America, said in the press release: "The synergies between BMW's high-performance vehicles and one of the most action-packed film franchises on the big screen were perfect." Among the cars in the film are BMW's new line of "i" series hybrids, actually the "Vision EfficientDynamics, the concept car for the forthcoming BMW i8. Also on celluloid is  the BMW 6 Series Convertible both driven by Tom Cruise's character, Ethan Hunt. Glimpses of the BMW vehicles from the film are included in the studio promotional materials that will be released leading up to the film's release.



Additional online elements of the promotion will include Mission: Impossible - Ghost Protocol integration on international, national and regional sites, banner ads and e-mail campaigns.

"Mission: Impossible - Ghost Protocol" will have an exclusive IMAX engagement beginning Dec. 16 and playing through the film's run at the box office, which begins worldwide in other formats Dec. 21.

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