Mission: Get your product in a hot movie.
What's possible? You hope to increase your sales.
That's what BMW is counting on in Mission: Impossible -- Ghost Protocol.
I recently saw the flick. I marveled at how BMW cars are woven into the film almost as prominently as movie star Tom Cruise. The only other product more in your face is the Burj Khalifa skyscraper in Dubai, United Arab Emirates.
The world's tallest skyscraper is shown at dizzying angles as Cruise slithers up the outside of it. Later, Cruise hops into a BMW 6-series convertible for a high-speed chase. Turns out both those stunts are nothing. Cruise's character, Ethan Hunt, then grinningly tells his team: "Wait until you see the car."
He is referring to the BMW i8 Concept car. He drives it to an upscale party in Mumbai, India, then uses it to race through traffic.
It's incredible product placement. The cars are integrated into the story line so richly that they are almost characters themselves. As an audience member, I was keenly aware of what Cruise was driving despite the thrills taking place around him.
According to Bloomberg News, Hollywood product placement agency Propaganda GEM help set up the deal for BMW. Propaganda GEM once did product placement for Audi.
This movie was a good deal for BMW. The automaker spent about a decade away from Hollywood. But BMW's mission now is to be noticed. Given that Mission: Impossible was No. 1 at the box office this past weekend, I'd say, mission accomplished.