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BMW At The Upcoming Super Bowl

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On: Mon, Dec 20, 2010 at 4:11PM | By: Sherry Christiansen

BMW At The Upcoming Super Bowl

This year BMW has decided to go big and get some of their products on screen during the Super Bowl. Last year, around 38.6 million people viewed the event to watch Drew Brees and the New Orleans Saints deliver a crushing defeat to Peyton Manning and the Indianapolis Colts.

In 2010, a 30-second Super Bowl ad for the 2010 game went for between $2.5 million to $2.8 million. With those kinds of prices it is no wonder that BMW has taken a 10-year hiatus from this particular type of marketing. However, that is about to change as the company is preparing to experience a major undertaking of vehicle launches and new model offerings. According to BMW “between 2010 and 2011, over 60 percent of its total vehicle inventory will be new vehicles”.

“We’re in the window of our biggest launch period in history and the Super Bowl gives us the stage to make a big impact,” says Stacy Morris, BMW’s marketing communications manager. The forthcoming vehicles that prompted the German auto manufacturers to pony up the necessary funds include the 2011 X3 sports utility vehicle, BMW’s electric car the ActiveE, new 6 Series coupe and convertible models, and the 5 Series sedan.

According to writer Anthony Crupi of adweek.com, “Fox’s Super Bowl XLV broadcast will feature no fewer than 20 automobile spots, accounting for nearly one-third of the 63 total avails and far surpassing that of any previous Super Bowl.

It is highly likely that one of the primary reasons BMW has made the decision to return to the Super Bowl is to help introduce the world to the previously mentioned ActiveE. To this point, other auto manufactures have received more publicity with regard to their electric automobiles, the Chevy Volt, for example. This may turn out to be BMW’s master plan to attempt to level the playing field and to better position the company to cash in on changing tastes and preference of automotive consumers.

It is well known that many people watch the game simply for the creative and entertaining advertisements. Even hardcore NFL fans have developed an appreciation for the commercials. Typically, it’s the comedy sketches that are talked about long after the game is over. It will be interesting to see if BMW is able to distinguish itself, considering the fact that many competitors will be involved as well.


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