In 1999, BMW was dying in the luxury car war.
Mercedes was the king - the brand all young executives loved.
Then, one marketing campaign changed everything.
And transformed them into a $60B global car empire.
Here's the full story: 🧵
Mercedes was the king - the brand all young executives loved.
Then, one marketing campaign changed everything.
And transformed them into a $60B global car empire.
Here's the full story: 🧵
The situation was desperate:
Mercedes owned the corner offices
Lexus owned Wall Street
BMW? The car their dads drove to golf
Something had to change.
Mercedes owned the corner offices
Lexus owned Wall Street
BMW? The car their dads drove to golf
Something had to change.
In a Manhattan boardroom, spring 2001:
BMW's new ad agency pitched something insane:
"Stop making commercials. Let's make movies instead."
The room went silent.
The year? 2001.
Dial-up internet was still king.
BMW's new ad agency pitched something insane:
"Stop making commercials. Let's make movies instead."
The room went silent.
The year? 2001.
Dial-up internet was still king.
The pitch got even crazier:
- Each film: 8-10 minutes long
- Hollywood-level production
- Internet-only release
- Zero traditional advertising
In 2001, when most people couldn't even stream a 2-minute video, this was madness.
- Each film: 8-10 minutes long
- Hollywood-level production
- Internet-only release
- Zero traditional advertising
In 2001, when most people couldn't even stream a 2-minute video, this was madness.
But BMW went all in.
They called it "The Hire."
8 short films.
One mysterious character: The Driver.
And a plan that broke every rule in advertising.
They called it "The Hire."
8 short films.
One mysterious character: The Driver.
And a plan that broke every rule in advertising.
The talent lineup shocked everyone:
- Star: Clive Owen as The Driver
- Directors: Ang Lee, Guy Ritchie, John Woo
- Pure Hollywood action
- Zero product pitches
The budget? Millions per film.
Traditional advertisers thought BMW had lost their minds.
- Star: Clive Owen as The Driver
- Directors: Ang Lee, Guy Ritchie, John Woo
- Pure Hollywood action
- Zero product pitches
The budget? Millions per film.
Traditional advertisers thought BMW had lost their minds.
Launch day, 2001:
The first film drops online.
What happened next?
11 million views in just 4 months.
In an era of dial-up internet.
When "going viral" wasn't even a term.
The first film drops online.
What happened next?
11 million views in just 4 months.
In an era of dial-up internet.
When "going viral" wasn't even a term.
Launch day, 2001:
The first film drops online.
What happened next?
11 million views in just 4 months.
In an era of dial-up internet.
When "going viral" wasn't even a term.
The first film drops online.
What happened next?
11 million views in just 4 months.
In an era of dial-up internet.
When "going viral" wasn't even a term.
The numbers were crazy:
BMW's website? Crashed repeatedly.
Traffic? Up 300%.
Sales in 2001? Jumped 12%.
2002? Even better.
All this on 56k modems."
BMW's website? Crashed repeatedly.
Traffic? Up 300%.
Sales in 2001? Jumped 12%.
2002? Even better.
All this on 56k modems."
The competition scrambled:
Everyone wanted their own "films"
Everyone wanted to go "viral"
But they all missed the point...
Everyone wanted their own "films"
Everyone wanted to go "viral"
But they all missed the point...
BMW hadn't made ads that looked like movies.
They'd made movies that happened to have BMWs.
Real stories.
Real action.
Real entertainment.
They'd made movies that happened to have BMWs.
Real stories.
Real action.
Real entertainment.
The lesson?
Sometimes winning isn't about playing the game better.
It's about changing the game entirely.
BMW saw the future:
Sometimes winning isn't about playing the game better.
It's about changing the game entirely.
BMW saw the future:
When everyone wanted 30 seconds on TV,
They gave us 8 minutes of pure cinema.
Their crazy gamble?
Changed advertising forever.
They gave us 8 minutes of pure cinema.
Their crazy gamble?
Changed advertising forever.
I hope you've found this thread helpful.
Follow me @GeorgeM_Growth for more.
Like/Repost the quote below if you can:
Follow me @GeorgeM_Growth for more.
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