This week BMW (though its documentary production division) launches Activate the Future, a series of four films about the future of mobility.
This is a pretty cool PR project for several reasons.
Rather than simply banging on about their products, BMW is actually taking the high road and giving its customers (and potential customers) - plus the media and other influencers - something interesting and thought-provoking to talk about.
In other words, the brand is facilitating the conversation about what the future might look like as it pertains to mobility (thus ensuring relevance to BMW).
Importantly the films aren't about BMW but major issues facing the world. By driving such a project BMW effectively strengthens its positioning as a progressive thought-leader and therefore continues to build brand equity around performance and the whole notion of future excellence.
And unlike a one-off ad campaign, this film package is 'evergreen' content - it will hang around on the web and be shared and discussed and commented upon for some time to come thus providing BMW with enduring PR value.
This, from the project's website:
The film aims to take audiences to a place they’ve truly never been: the future. From the minds of some of the most influential scientists, academics, pioneers, and entrepreneurs of our time, this four-part documentary paints a unique picture of technology, culture, cities, our past, present and how it all relates to the future of mobility.
The first Activate the Future film will be released on February 1, with subsequent releases each week for the month.