How to be cool in the digital age
Car makers have tried it all, done it all. When the allure of product placement in the latest Transformers movie wears thin, what’s next? In 2011, BMW’S redesign of its M5 sport sedan saw it shouting against the noise of the Frankfurt show, where around 50 new models were making their debut. Fast-forward six years and the sixthgeneration M5 is unveiled without having to share the spotlight – in the “Need for Speed: Payback” video game. Even then, it’s a tease: only the new car’s snout is featured. For anyone who doubts the impact of the digital era, this is proof positive of the influence wielded by the online world. Other brands are now trying to engage with their customers through Instagram and Youtube instead of traditional channels. Even Facebook remains ‘hot’ for commercial use though it is losing its allure among the very young, who seem dismayed that Mum and Dad find it so handy these days. One casualty: auto shows. The 2019 Detroit show is likely to lose all three of the big German marques; other brands are moving their effort into the ‘digital space’.
BMW used third party gaming to tease audiences with the tiniest view of the new M5