I blieve the idea behind this is not to push a subliminal message into the view's mind but to create a "stunt" that'll get people talking about their brand (and in a positive way).
Result I see so far from this commercial
1.) Wire has an article talking about BMW (and we're reading it)
2.) This is on HN already and will probably be on reddit/FB and other social site by tomorrow
3.) People will be talking about how innovative BMW's marketing is and associate that with their product
4.) Got me to sit here and watch the commercial with my full attention (last time I did that was checking out superbowl commercial the day after on youtube, and those cost them millions for the airtime) and want to experience the "real thing" afterward
Achieving any single one of these will make it a good marketing campaign, getting all 4 make this a GREAT marketing campaign.
In fact, BMW can't show the commercial in regular cinemas because they don't have the equipment to produce the flash. They can't reach mass audience in this way. So the end product is in fact this viral video.
Result I see so far from this commercial 1.) Wire has an article talking about BMW (and we're reading it) 2.) This is on HN already and will probably be on reddit/FB and other social site by tomorrow 3.) People will be talking about how innovative BMW's marketing is and associate that with their product 4.) Got me to sit here and watch the commercial with my full attention (last time I did that was checking out superbowl commercial the day after on youtube, and those cost them millions for the airtime) and want to experience the "real thing" afterward
Achieving any single one of these will make it a good marketing campaign, getting all 4 make this a GREAT marketing campaign.