BMW Drivers = Psychopaths

BMW faces backlash over in-car Spider-Man ads

New BMW owners were left fuming last week after their vehicles' dashboard screens prompted them to watch a trailer for the upcoming Spider-Man: Brand New Day movie—marking a deeply frustrating escalation in the controversial trend of in-car digital advertising.

While commercial displays inside modern automobiles have been quietly expanding for a while, pop-up notifications appearing across BMW models manufactured after July 2020 quickly went viral for all the wrong reasons.

The unwanted promo stems directly from a multi-million-dollar cross-promotional partnership between BMW, Sony Pictures, and Marvel Studios.

The explicit goal of the campaign was to highlight the German automaker's prominent product placement throughout the superhero blockbuster, where high-end BMWs feature heavily in the action.


 
Top
Sign up to the MyBroadband newsletter
X