SEAN TINER

BMW's Expression of Joy Website From Andy Warhol to Roy Lichtenstein, several prominent twenty-first century artists have created unique advertising concepts for BMW. The prominent German automobile manufacture establishes relationships with renowned artists to accelerate its product line in the same gear as fine art. In the past, the aesthetic relationships have allowed the BMW brand to display its automobiles adjacent to works of fine art in modern museums. Recently, BMW commissioned renowned South African artist Robin Rhode to create a unique fine art painting to help market the 2009 Z4 roadster. With the collaboration of actor Dennis Hopper, Rhode used the Roadster as his paintbrush on a 100 x 200 ft white canvas. As the Roadster spun around the canvas, Rhode controlled the colors and how much paint was applied with a remote control. The finished artwork, which resembles a pseudo Jack Pollock painting can be viewed on BMW's product microsite, Expression of Joy . In the re...

I don't know how you expect Web 2.0 to react. There's nothing in this whole video closet that'll fit a luxury fashion brand. I can guarantee you. There is Obama Girl, Black Ninja Guy and little kids playing Guitar Hero. Can a luxury brand really be displayed between these Youtube legends? All right. Lets go ahead, take a risk and try something new..... And valá .... Prada's  creative Youtube movie illustrates how luxury brands can create awareness with new target audiences. The innovative movie reinforces the brand's allure and reaches potential consumers. ...But was the film's direction properly sized? A reason Prada's movie has only received 100k views in 6 months  (to date) and not gone viral (over one million views) is due to its abstract creativity. Creating a viral Youtube movie is similar to selling concert tickets. If your goal is to fill all of your seats, offer mainstream appeal that resonates with your target market. The average Youtube viewer i...