BMW Drives to Upscale Niche Market with Branded Video Series


BMW, perhaps the first brand to present original filmmaking on the Web, has a new series which targets upscale prospects for its new 6 Series.  

Called “Alter Egos,” it features the casual pursuits of celebrities, including Ed Norton, Donna Karan, Tory Burch, Kevin Bacon and jewelry designer David Yurman.  The principal media outlet is the upscale Plum TV cable network and its Website.

The project is being handled by Ensemble, a unit of Universal McCann. Ensemble is headed by Scott Donaton

We spoke with him last week in the AOL Studio after the Beet.TV Leadership Summit on branded content, where he was a panelist.

He talks about the series, which does not show the car, about the value of niche brand marketing and the broader opportunities for brands to embrace this emerging medium.

Andy Plesser

You can also find this post up at Beet.TV.

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