Case | HBS Case Collection | February 2002 (Revised October 2005)


by Youngme E. Moon and Kerry Herman


Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?

Keywords: Consumer Behavior; Internet; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America;


Moon, Youngme E., and Kerry Herman. "BMWFilms." Harvard Business School Case 502-046, February 2002. (Revised October 2005.)