BMW North America is returning to the Super Bowl after a 10-year hiatus.
According to the auto manufacturer — which globally operates out of Germany but has U.S. headquarters in Woodcliff Lake, N.J. — between 2010 and 2011, over 60% of its total inventory will be new vehicles. “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.
Among those launches are the new BMW 6 Series coupe and convertible models, the 5 Series sedan, the 2011 X3 sports utility vehicle, and the much-talked about electric ActiveE, which is expected next summer.
In an interview with Ad Age, Ms. Morris declined to reveal details about the media buy, such as the number of spots purchased and the length of them. But she did note that the agency tasked to create the Super Bowl work will be MDC Partners’ Kirshenbaum Bond Senecal & Partners.
Per Ad Age, the selection of that agency suggests BMW could be plotting to use the game, to introduce consumers to the ActiveE electric vehicle.
For a list of other advertisers in the big game, see Ad Age’s Super Bowl chart here.
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[story via Ad Age]