The idea was to create a thrilling action film in the mold of the original BMW Films, but with a decidedly modern storyline, demonstrating the extraordinary performance of the new BMW 5 Series. In addition, because of the millions of fans of the original films, there were clever references to the original films sprinkled throughout, not unlike a new chapter in a blockbuster film franchise. Clive Owen reprised his role as an enigmatic driver for hire, in a tale of a shadowy bio genetics company under siege by the FBI for secretly cloning humans. Owen once again demonstrated his mettle and extraordinary driving skills, with an unexpected twist. And because BMW owners and prospects value authenticity above all else, the action was real, with only minimal special effects.

Implementation: The film was teased with a series of action-packed trailers airing on the top-rated US television program, “Sunday Night Football”. At the same time film critics, the automotive press and entertainment and fashion media influencers were given a sneak peek with a short teaser with extended scenes from the film and behind the scenes footage. Trailers were also shared on paid social media. This unleashed early media buzz and anticipation from die-hard fans before the film premiered online at bmwfilms.com immediately following the final trailer on Sunday Night Football. Internationally, the trailers were screened on high impact television, movie theaters and paid social posts.

Timeline:

Trailers and teasers were released in September of 2016. The film premiered on October 23rd of 2016.

Placement:

US trailers on Sunday night football. Paid social media posts on Facebook and Instagram. The film was released exclusively at BMWfilms.com and on YouTube.

The film reached five million film views within a week of release. 92% of viewers watched the entire film, a thirteen-minute full brand engagement. In addition, over 40% of viewers engaged with additional content at bmwfilms.com, spending even more time immersed in the BMW brand. By the end of 2016 the film had been viewed nearly fifteen million times.

Just as important, pre-orders for the new BMW 5 Series were the strongest of any new BMW model in the last decade.

The film also had coverage on over one hundred media outlets in the US alone, with critical acclaim. Maxim Magazine said “It might be the best film you see this year.” Esquire magazine said “The new BMW Film is here and it kicks so much ass.” CNET said “BMW Films is back, with Clive Owen returning to the driver’s seat in “The Escape,” and it’s as badass as an