BMW is facing a backlash from owners after promotional content for the Spider-Man: Brand New Day movie appeared on the dashboard screens of eligible vehicles.
The campaign has prompted criticism online, with some owners questioning why a car they have already purchased should effectively become advertising space.
Modern cars increasingly have huge screens, permanent connectivity and software that can be updated remotely. For manufacturers and advertisers, that creates an obvious opportunity. But BMW owners seem less enthused.
One driver commented on social media: “BMW just did a truly demented promo. Forced a Spider-Man ad on the console display for all of its cars after 2020. Nothing screams luxury like an unskippable pre-roll ad.”
Another added: “Imagine spending a small fortune of your hard-earned money on your dream car only to have ads pushed onto your screen. Such a selling out by BMW – neither luxury nor performance and cheapens the brand.”
And one owner warned where this technology could lead: “Once you have all those shiny screens you can still control remotely, the temptation is there, and sooner or later someone in marketing will ask, what else can we show on them?”
Interestingly, BMW’s head of connected development previously described the car as “your last private space”, while questioning the idea of selling its screen for conventional advertising. The Spider-Man promotion doesn’t necessarily mean BMW has abandoned that philosophy, as this is a specific marketing partnership rather than evidence of a permanent advertising programme – many BMWs feature prominently in the movie itself.
But the backlash does raise questions, with manufacturers able to influence the digital experience long after a car has been sold. Over-the-air updates can deliver major benefits, from new features to improved functionality, but the same connectivity gives manufacturers the ability to communicate directly with owners long after the keys have changed hands.
And with the realisation that screen space has commercial value, it may be difficult to put the genie back in the bottle.
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