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  • February 2002 (Revised October 2005)
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BMWFilms

By: Youngme E. Moon and Kerry Herman
  • Format:Print
  • | Pages:26
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Abstract

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 and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America

Citation

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

Youngme Moon

General Management
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