BMW releases action short film for new X5M and X6M
It's the largest viral production in BMW China's history so far, highlighting the superior on- and off road driving capabilities of the freshly face-lifted X5M and X6M, the strongest members of "BMW M".
At the heart of the campaign is the 4:30min. video "The Incident", filmed in true Hollywood format and manner:
When a military transport plane experiences engine failure in midst of a thunderstorm, the crew decides to eject its cargo. When the hatch opens, two BMW X5M models and one BMW X6M rush out into the open. While dropping through the sky their drivers are able to spot an old abandoned airfield in the distance. After releasing from their parachutes they race against the clock and across open fields to lead the tumbling plane to the runway and ultimately to a safe landing in the last minute.
Two short blockbuster-style trailers were released in advance to built up tension and lead the audience to the campaign website. A large launch event in Shanghai followed, which which featured a full scale model of the video's aircraft and was broadcasted live on the web. On the evening of the event, the full video was released to video platforms and quickly pushed the number of accumulated views above 9 million.
The video was filmed and produced in BMW's home country with genuine German military equipment. The campaign itself is following a successful line of annual viral campaigns for BMW M, kicked-off by "Beast inside" in 2010 and continued with "M Gladiators" in 2011.