Although nothing new, branded podcasts are a new thing for BMW, reports digiday.com. It’s a clever way to get a brand into the mind of listeners without directly advertising to them.
“Podcasts are a fast-growing market and we knew that if we went with the typical approach to branded shows that we might not be able to attract many listeners,” said Jörg Poggenpohl, global head of digital marketing at BMW Group. “We decided we wanted to treat the medium as if it were like Netflix for ears in the sense that the priority was to create an entertaining fictional series.”
“Ultimately what’s driving the shift towards podcasting for brands is their appreciation of the power of audio storytelling, as well as the realization that podcasts are consumed in “found time” — listening to audio whilst engaged in another task.”
digiday.com
The new series is based around someone who wakes up in the future and is accused of commiting a murder. They know they are innocent and go on a mission to get to the truth about what really happened.
Mentions for BMW are very subtle without any direct messaging. It’s a new venture for the company and will be interesting to see if it works for them.
