Further establishing The Hire as legitimate entertainment (not advertising), we developed a fully integrated campaign mirroring the promotional efforts of Hollywood and independent film houses. All work was designed to intrigue and excite consumer response, driving immediate traffic to bmwfilms.com. - 30-second film trailers on TV.- In-cinema advertising and lobby posters.- Print ads in automotive, entertainment, and lifestyle magazines.- Wild postings in hip, urban areas.

- Online advertising on automotive and entertainment sites.- Movie promos in national, local and college newspapers.- Out-of-home wallscapes in major markets.- DJ radio program rewarding on-air mentions of films.

With the campaign still in progress, traffic levels to bmwfilms.com have already exceeded expectations. Following season one, we tracked 13.8 million film views at bmwfilms.com. To date, we've enjoyed 26.2 million film views during this second season, 40 million film views in aggregate and counting.