Given that this was a global entertainment program, all negotiations were handled with the main studio/distribution partners in the USA (mother company), as well as with local distributors in order to tailor the program for each market – language, text, release date, etc.

Phase 1: A press release and presence at the Frankfurt Motorshow (IAA) generated online/offline buzz and awareness.Phase 2: BMW applied the campaign for the launch of the new BMW 6 Series mainly via advertising online and events attracting audience and potential customers to the dealer showroom.Phase 3: BMW called out for action and involvement, integrated the new BMW 1 Series into the communication program and provided BMW dealers the option for exclusive screenings, thus creating an unforgettable experience for their customers. Sponsoring the worldwide premieres and hosting the European premiere in the BMW Welt generated substantial media exposure.

Reach with Movie Placement (to date):US$660m box office85m audience members13m clicks on YouTube4.52m references on Google (BMW+Mission)Reach with Campaign:70 BMW markets activated campaigns1,200 BMW dealers participated90,000 customers participated in 'BMW Mission' events (screenings, dealer events)1.1b contacts via ATL/BTL In most markets, directly related sales were generated.Example: In the USA, 44% of BMW US dealers held sales events in Nov/Dec for the 'BMW Mission to Drive Sales Event' (a total of 152 dealer centres).Over 5,000 people registered for these events (35%).30 days from the start of the events, 3,239 vehicles had been sold to people who attended the events.