To be cast in a Marvel film is a lifetime dream for many. BMW has achieved that honour. Key parts in Spider-Man: Brand New Day are played by the new BMW iX3 and the BMW 5 Series Sedan, joining cast members, Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo. Both vehicles are not only visible, but woven into the plot of the new film, enabling them to connect with a global fan base.
Bernd Körber, senior vice president BMW Brand and product management, stated, “The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting. Both stand for a bold new beginning and the confidence to shape what comes next. We are proud to accompany this new Spider-Man chapter with the BMW iX3, our first model of the Neue Klasse.”
Bringing the campaign together is a teaser film, The Big Screen, whose story is far more than a traditional co-branding exercise. It combines entertainment with innovation, the thrilling, action-packed world of Spider-Man with the new BMW models. Filmed in London with Spider-Man stunt double, Luke Scott, the teaser was directed by duo, Hot Icarus, and produced by Parasol Island. Jung von Matt Hamburg developed the campaign in collaboration with BMW. The global entertainment collaboration was developed in partnership with UEG, BMW’s global lead entertainment agency.
The partnership includes a unique one-off BMW, the BMW iX3 Flow – Spider-Man Brand New Day. The special BMW iX3 was developed in collaboration with Sony/Marvel and transfers the visual world of Spider-Man to the vehicle’s exterior. Using dynamic graphics and full-colour E Ink Prism elements, it brings the title character to life. Inspired by Spider-Man’s moves, energy and cinematic universe, the animated exterior transforms the vehicle into a part of the story itself. Following the premiere, the BMW iX3 Flow – Spider-Man Brand New Day will be on display at BMW Welt in Munich until September.
Then there’s The Spider-Man Animation, available (in participating markets) to all customers with suitably equipped vehicles from July 27 to August 10. Starting the car brings up a special banner in the control display. Clicking on it then activates the Spider-Man animation, a full-screen festive animation in the control display with aptly chosen backing music and an accompanying light show courtesy of the ambient lighting system. These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020.
