This may be the best marketing initiative I have seen in my entire career.
BMW films – Wikipedia, the free encyclopedia
“The BMW film series The Hire began as a series of five short films (each about eight minutes long) produced for the Internet in summer 2001. The films were directed by popular and aspiring directors. All starred Clive Owen as “The Driver”. Each film’s story highlighted the performance aspects of various BMW automobiles. The first five films, as well as the Ben Younger-directed interludes, were executive-produced by David Fincher. These films are credited with launching the marketing technique of Branded content.”
make sure you see the rest on youtube