"We're in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact," said Stacy Morris, marketing communications manager at BMW.
BMW has already allocated a bigger budget for advertising this year, mostly because the range of vehicles it offers is larger than in the previous years. The company might launch advertising campaigns for the newly-presented 6 Series, the 5 Series sedan plus the 2011 X3 and the ActiveE. BMW spent a total of $138 million last year, but the company has already invested $83 million in the January - June 2010 period in promotional programmes.
Wondering if pumping so much money into the Super Bowl is really such a smart decision? Judging by the numbers, it is.
Hyundai, one of the companies that massively invested in the Super Bowl in the last years, said its Sonata traffic was increased by 91 percent after so many people got to see the ads displayed during the NFL final.
But BMW won't be the only German carmaker to use the Super Bowl for advertising purposes. Audi has already confirmed that it will buy Super Bowl air time, 2010 becoming the fourth consecutive year for the company in the NFL.
“Since Audi began advertising in the Super Bowl nearly four years ago, we’ve achieved record levels of awareness and showroom traffic with national consideration numbers showing significant spikes post game,” Scott Keogh, Audi’s chief marketing officer, said in a statement.
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