BMW Gives Younger Crowd A Thrill Ride

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With Infiniti closing in the rear-view mirror and Acura nosing into the lead, Publicis Groupe’s Fallon this week is mounting what BMW calls its largest ad campaign ever, for the redesigned 3 Series launch.

Aimed at thrill-seeking drivers, the multiplatform push features a prime-time network TV effort focused on exhilaration, vintage commercials on nostalgia cable channels, extensive print gatefolds detailing the first makeover since 1998 of BMW’s best-selling line, interactive Internet ads (with Yahoo!) and an 18-hour “BMW Channel” Sirius satellite broadcast featuring a Goo Goo Dolls concert.

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