BMW在其车型的中控屏幕上显示蜘蛛侠电影广告，作为与影片的品牌合作的一部分[1]。用户在启动汽车时会看到一个横幅提示，可以选择播放或跳过这段动画广告[1]。BMW官方将该广告活动称为"特别惊喜"和"专属蜘蛛侠动画"[1]。
该广告活动从2024年7月27日至8月10日在70多个国家提供[1]。配备BMW Operating System 7、8、8.5、9或BMW Operating System X且生产日期在2020年7月之后的车型将显示这些广告[1]。这一举措引发了关于车主隐私和广告轰炸的广泛批评[1]。
BMW has begun showing advertisements for a Spider-Man film on the center display screens of its vehicles as part of a brand partnership.[1] When owners start their cars, they encounter a banner prompt offering the option to either play or skip an animated advertisement.[1] The campaign runs from July 27 to August 10, 2024, and is available across more than 70 countries worldwide.[1]
The promotional content appears exclusively on vehicles equipped with BMW Operating System 7, 8, 8.5, 9, or BMW Operating System X that were manufactured after July 2020.[1] BMW has characterized the initiative as a "special surprise" and promoted it as an "exclusive Spider-Man animation" to vehicle owners.[1] The practice has drawn widespread criticism over concerns regarding owner privacy and the prevalence of advertising targeting drivers through in-vehicle systems.[1]