Case: BMW Films

Questions:

1. a) Was BMW Films idea a good one? Why would consumers watch such long videos of a
particular brand?

b) What was motivation behind the idea? What about the films themselves? Were the
films well-executed from creative standpoint?

2. What about the execution of the campaign? Did BMW do good job of distributing,
promoting etc. How successful has the campaign been?

3. a) Describe the typical North American BMW customer. How does BMW’s US customer
base compare to that of competitors?

b) Who was the target market for the BMW Films and which segment is most likely to be
offended by these films?

4. What should McDowell do? Which option should he pick?

a) Milk the five films by making them available to wider audience

b) Develop more installments of the “The Hire” series
c) Develop the full-length feature that would hat can be played in theaters
d) Do nothing and simply move on to the next idea
e) Any other suggestions

5. How healthy is the BMW brand, relative to previous years? What (if any) are the current
weaknesses in the BMW brand? What do you make of BMW’s growth strategy?