BMW's Spider-Man In-Car Promo Sparks Backlash
TL;DR Summary
BMW is running a Spider-Man: Brand New Day promo inside cars, displaying a banner and a full-screen animation on the Control Display in about 70 markets for vehicles built after July 2020 through August 10, 2026. Delivered via the Festive App and tied to Marvel’s film, it ends with a cinema-end card; BMW says it’s an optional feature, not advertising. The stunt drew online criticism from some who felt it intrudes on the private car space and cheapens the brand, though BMW notes its history of movie tie-ins and that the animation is optional.
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- BMW brings modern mobility to the Sony Pictures film “Spider Man™: Brand New Day”. BMW Group
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