BMW从2026年7月27日起在已售出的车辆仪表盘上投放《蜘蛛侠：崭新篇章》商业广告，这一做法与其高管此前的公开承诺形成鲜明对比。1该广告活动运行至8月10日，覆盖超过70个市场，面向2020年7月之后生产、搭载BMW Operating System 7、8、8.5、9或OS X的兼容车型。1广告形式包括启动时的横幅展示，用户点击后可播放全屏动画、背景音乐和环境灯光秀。1
这项广告投放是索尼影业为电影宣传开展的创纪录活动的组成部分，该活动总价值达3.09亿美元。1然而，BMW互联公司高级副总裁Stephan Durach在2023年12月曾表示，"要说我把屏幕用来播放广告，我不同意。这是私人空间。"1此番举措引发消费者对已购车产品权属的质疑，也延续了BMW在商业化车内功能方面的争议——该公司曾在2020年推出座椅加热订阅服务，后于2023年撤销。1
BMW began displaying full-screen advertisements for Sony Pictures' "Spider-Man: Brand New Day" on the dashboards of vehicles already sold to customers, starting July 27, 2026, and continuing through August 10, 2026.1 The campaign reached over 70 markets and targeted compatible models produced after July 2020 that run BMW Operating System 7, 8, 8.5, 9, or OS X.1 The advertisements appeared as banners upon vehicle startup, with the option to play full-screen animations accompanied by background music and ambient lighting effects.1
The initiative formed part of Sony Pictures' record-breaking promotional campaign valued at $309 million for the film.1 However, the move contradicted a public commitment made by BMW in December 2023, when Stephan Durach, senior vice president of BMW Connected Company, stated: "To say I'm selling the screen to play a commercial. I don't see it. It's a private space."1 The discrepancy has raised consumer concerns about ownership and control of vehicles after purchase, particularly given BMW's previous monetization efforts, including a heated seat subscription service introduced in 2020 and subsequently withdrawn in 2023.1
评论
还没有评论，欢迎留下第一条。