We will have a full road test of the new BMW Z4 in the August issue of eurotuner, and a blog review on this website. In addition to the press reviews, BMW sought an innovative approach for the launch of the new BMW Z4 Roadster, and had to look no further than its legacy of commitment to art for inspiration.
The result is an interesting marketing campaign entitled "Expression of Joy," which rolls out in early May. The campaign, which relies heavily on vibrant video content, includes an msn.com homepage takeover on May 11, where BMW will be the first advertiser to make use of the website'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.
At the heart of the campaign is an artistic 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 painting the size of a football field, while Scott captured all the action with 40 simultaneous camera angles. The final Rhode piece and video elements form the foundation of the campaign's creative treatments.
"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 new Z4 Roadster."
A 30-minute documentary that offers a behind-the-scenes look at the making of the Rhode piece forms the centerpiece of the campaign. The documentary will air on Discovery HD Theater at 8 pm 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.
While the core of the campaign breaks in May, some elements that laid the groundwork began to appear as early as late-March, including: a public art installation featuring the Rhode/Scott collaboration at New York City's Grand Central Terminal from March 25-April 6; an iPhone application that lets users replicate Rhode's experience of creating artwork with the BMW Z4 as "paintbrush;" and the launch of the BMW Z4 micro-site www.expressionofjoy.com
Additionally, special video spots are now running in mainstream and independent movie theaters nationwide - a 30-second spot prior to the house lights going down and a two-minute cinematic piece as a lead-in to the feature presentation.
The new BMW Z4 Roadster goes on sale May 9 with a base MSRP of $46,575.