You can't escape ads for the new Spider-Man movie — even in your BMW
BMW has begun pushing promotional banner ads for the new Spider-Man movie directly to the dashboard displays of newer vehicle models. The campaign, which includes full-screen animations and ambient lighting changes, has faced backlash from owners who view the intrusive marketing as a negative user experience.
Why it matters
This highlights the growing trend of automakers monetizing in-car software interfaces, raising concerns about consumer privacy and the potential for intrusive advertising in personal vehicles.
The partnership put BMW vehicles in the film and a Spider-Man ad on customers' dashboards. BMW BMW is beaming promotional materials for the new "Spider-Man" movie directly into its cars. Until August 10, newer BMW cars will show a banner ad for the film, along with a special light show. The ad is part of a tie-up between the German automaker and Marvel, which sees BMWs feature in the film. With great power comes great responsibility, and BMW is using that power to beam "Spider-Man" ads into its cars. The German auto giant has been showing a banner ad for "Spider-Man: Brand New Day" in cars since late July as part of a brand tie-up with Marvel's latest blockbuster. The banner reads "Surprise! Spider-Man just dropped into your BMW!"
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