The campaign includes a MSN.com homepage takeover on May 11 with which BMW will be the first advertiser to make use of the Web site’s new feature - an expandable video unit that will allow users to view the BMW Z4 spot in full-screen mode. Also, the conventional 30-second spot is complimented by a 30-minute documentary.
According to bmwblog.com, the campaign is based on the collaboration between BMW, contemporary artist Robin Rhode and filmmaker Jake Scott. Rhode choreographed the movements of two BMW Z4 Roadsters mounted with special paint dispensers behind the wheels to create a football-field size painting, while Scott captured all the action with 40 simultaneous camera angles.
“BMW has a long history of collaborating with contemporary artists,” said Jack Pitney, Vice President of Marketing, BMW of North America.
“Through this latest collaboration with Robin and Jake, we’ve extended our tradition of engaging leading talents in the art community for the introduction of the all-new BMW Z4 Roadster.”
A 30-minute documentary that offers a behind-the-scenes look at the making of the Rhode piece, as it was directed by Scott at Downey Studios in Los Angeles last November, forms the centerpiece of the campaign.
The documentary aired on Discovery HD Theater at 8 p.m. Eastern Time on May 10, with subsequent multiple airings on the network through May and June. Additionally, a tie-in with TiVo will extend the reach of the documentary by allowing TiVo users to preview and record it for later viewing.
Video banners will run from May 8 – June 30 on leading news, business and lifestyle Web sites, including CNN, CNN Money, Dow Jones, Yahoo!, Condé Nast and Wired.
You can watch a preview of the documentary here.