Update: BMW films and other auto-stars

And the most successful online movie-stars are - give it a minute - cars! Since BMW launched its successful online movie-marketing strategy with “The Hire” four years ago other car manufacturers have not stopped putting their auto models into the virtual spotlight.

Audi sent aspiring film makers of the American Film Institute (AFI) on the road with the new Audi A3, posted the documentaries on its website and sponsored the AFI Film Festival. Volkswagen released its first short film “The Check Up” at the Sundance Film Festival and of course online, as part of the launch of the new Jetta.

Subaru promoted the launch of the B9 Tribeca model with an open video contest and gathered 115 entries of 30-second movies.

Honda extended its 2004 TV commercial showing owners who looked like their cars. The casting call on the Honda Website allowed even non-Honda owners to pick their matching car. Then viewers could vote for the best pairings, which were used to make a short online movie.

Scion, Toyota takes its “Free Up Your Mix DJ Contest” a step further. The car company also asks for short online films from the home producers and DJs who enter the contest. The winner will perform live at Toyota events and will be able to produce his/her own music video.

Nissan even got a deal with the TV channel Fox. It’s a 20-minute film, which is a result of the original drama ad campaign for England’s Sky One. It will be packaged with the release of Fox’s drama 24 on DVD. The film features four new models to be launched by the car manufacturer in Britain this year.

And the Oscar goes to…. We are ready for the award ceremony. And while we are waiting we can read some of the comic books BMW Films and Dark Horse released based on The Hire.

BMW – The Hire Comic Series

AFI and Audi

VW Jetta “The Check Up”

Subaru Tribeca 9

Toyota Scion Free Up Your Mix

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