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BMW + Mad Men = Tailored Commercial = Great
Posted by Joel Witmer on July 28, 2008
Last April BMW signed a deal with AMC that made them the premiere sponsors for the second season of Mad Men. During last night’s season premier BMW cashed in on that agreement by running one commercial.
BMW certainly benefits from not having other companies run commercials during a show, but in a period when the average length of television shows is shrinking in order to accommodate more commercials the logic behind only running one commercial is less clear — until you consider just how grateful folks like me are that BMW essentially stayed out of the way of Mad Men so that I could experience that show without all the annoying breaks in every other single television show on cable.
Moreover, BMW tailored the commercial to Mad Men. The ad is essentially a history lesson of the BMW slogan recited by the ad man who came up with the idea. This is the only time other than the Super Bowl that I can remember an ad being made with the content of the program in mind.
I don’t know if this form of advertising has a name, but after seeing Stride do something similar with the Dancing video I think we’ve reached a point where we can fold these things under one title: goodwill marketing.
If enough people start saying it maybe it’ll catch on. No, not the name “goodwill marketing” but its execution. More thoughtfully conceived, strategically placed commercials is a win-win in my book.
Tagged with: advertisement, bmw, commercial, goodwill marketing, mad men, television
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