BMW Debuts Virtual Hispanic Ad Effort

ATLANTA BMW of North America launched a virtual ad campaign Saturday on Fox Sports en Espanol.

The effort, from Hispanic agency Publicis Sanchez & Levitan, uses technology supplied through PVI, a leading virtual advertising and product-placement service in New York. The effort integrates the BMW logo, via PVI, within live telecasts of Brazilian and Argentine soccer matches through year’s end.

“It’s a graphic you can see onscreen during half time and other game stoppages,” said Anna Eberhard, svp, director of client services at the Miami agency.

Billings are undisclosed. The number of times BMW’s logo and other graphics might appear during a single game cannot be determined, said Eberhard.

The campaign, planned and executed by Optimedia in New York, targets upscale Hispanic consumers. “The graphic will look and feel like it’s actually on the field, but it will go away when the ball goes back in play,” said Eberhard.

Fallon in Minneapolis handles general-market advertising for BMW. The German automaker’s North American headquarters are in Woodcliff Lake, N.J.