Five-Part Short Film Series, the Hire: Case Analysis of BMW
BMW Case After regaining their market share in the North American Auto market BMW was able to gain more traction with their 5 part short film series titled
The Hire
. This series followed a professional driver in a BMW helping different individuals escape various situations. After released the films showed huge success and garnished several positive reviews but also presented BMW with a problem. With many viewers of
The Hire series asking for more short films and even some asking for a full length film what is the best option for BMW to take in order to one, maintain the market share they have gained through the series, and two, continue to increase their general market share. Four options have been set out by BMW as logical next steps for the auto manufacturer. As already stated two of the options is to either release 5 more short films before there are copycat films made by other manufacturers or to create a full length film under the same premise. Continuing, another route that BMW can take is try and “milk” their first series of short films and try to further their market share generated through those films. Lastly BMW could do nothing in terms of
The Hire but instead go back to their traditional marketing techniques and leave the short film technique as a success and not continue. However BMW will have to choose the correct path and choose quickly as their competitors will be trying to regain the market share that BMW may have stolen from them. In early 2000 BMW had a six month window with not one future products being launched an opportunity presented itself for BMW to launched a non traditional marketing campaign not focused on one individual product. After deliberation BMW decided on a viral marketing campaign with the ending result being the short film series
The Hire starring their
own 7 series. BMW is now faced with the problem as stated earlier on how to go forth after such a success. One problem facing BMW is
The Hire
. This series followed a professional driver in a BMW helping different individuals escape various situations. After released the films showed huge success and garnished several positive reviews but also presented BMW with a problem. With many viewers of
The Hire series asking for more short films and even some asking for a full length film what is the best option for BMW to take in order to one, maintain the market share they have gained through the series, and two, continue to increase their general market share. Four options have been set out by BMW as logical next steps for the auto manufacturer. As already stated two of the options is to either release 5 more short films before there are copycat films made by other manufacturers or to create a full length film under the same premise. Continuing, another route that BMW can take is try and “milk” their first series of short films and try to further their market share generated through those films. Lastly BMW could do nothing in terms of
The Hire but instead go back to their traditional marketing techniques and leave the short film technique as a success and not continue. However BMW will have to choose the correct path and choose quickly as their competitors will be trying to regain the market share that BMW may have stolen from them. In early 2000 BMW had a six month window with not one future products being launched an opportunity presented itself for BMW to launched a non traditional marketing campaign not focused on one individual product. After deliberation BMW decided on a viral marketing campaign with the ending result being the short film series
The Hire starring their
own 7 series. BMW is now faced with the problem as stated earlier on how to go forth after such a success. One problem facing BMW is