The partnership put BMW vehicles in the film and a Spider-Man ad on customers' dashboards.
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!" Tapping the ad triggers a full-screen animation that plays across the Control Display, the main center screen, while the car's ambient lighting changes color in sync.The animation follows a BMW driving through a city street as Spider-Man swings overhead. It closes on Spider-Man dragging the BMW logo down the frame, resolving into the end card: "BMW and SPIDER-MAN: BRAND NEW DAY EXCLUSIVELY IN CINEMAS."BMW said the animation will run in around 70 markets until August 10 on suitably equipped vehicles with a production date after July 2020.Its press release described the campaign as a special surprise for drivers as part of its collaboration with "Spider-Man: Brand New Day," the newest installment in the superhero franchise, starring Tom Holland and Zendaya. Several BMW cars feature in the film, the German automaker said.Some online were unimpressed by the marketing tactic.
