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Case
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Reference no. 9-502-046
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 12 October 2005

Abstract

Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, 'BMWFilms.' This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?
Location:
Industry:
Size:
USD32,693 million revenues, 97,725 employees
Other setting(s):
2001

About

Abstract

Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, 'BMWFilms.' This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?

Settings

Location:
Industry:
Size:
USD32,693 million revenues, 97,725 employees
Other setting(s):
2001

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