Sounds like BMW

Shortly after the film "Transporter2" came out starring an Audi instead of a BMW, there was a lot of press coverage about what was construed to be the fact that BMW was abandoning "branded entertainment" as a marketing channel.
Obviously, you can watch cool films about cars in the cinema and on the Internet, but that's still far removed from the actual driving experience. The trick is getting the branded entertainment experience connected with an actual product experience…
So, besides branding hip-hop lyrics, what other channels are open that reach a driving audience?…
BMW has already jumped on the podcast trend and now they’re back, tackling yet another channel that that’s gaining in popularity amongst car drivers …
BMW Audio Books.

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