All articles tagged with #in car advertising
BMW is rolling out a limited-time Spider-Man promotional video inside its post-2020 infotainment systems. When drivers start their car, a prompt triggers an ad for Spider-Man: Brand New Day that can be skipped but remains accessible via the display, as part of a Marvel-BMW partnership.
BMW owners are upset after the automaker began displaying third-party ads for Spider-Man: Brand New Day on dashboard screens in newer models, part of a Sony-Marvel partnership. The banner ads appear when the car starts and require clicking to watch the full video, with the promotion running through Aug. 10. Critics on social media call it dystopian and risky for normalization of in-car advertising, while BMW labels it a “special surprise” and has not yet commented on the backlash; BMW has previously said it wouldn’t sell dashboard ads.
BMW started displaying a promotional Spider-Man ad on its in-car infotainment screen during startup in more than 70 markets, with a skip option but a QR prompt that drivers must see before using maps or audio. The intrusive campaign drew widespread complaints as a breach of trust, and runs through August 10, reflecting BMW’s ongoing forays into monetizing features; Jeep faced similar criticisms last year for in-car ads.