GSD&M Preps BMW for Joost Debut

LOS ANGELES Omnicom Group’s GSD&M said it has brokered a deal to place BMW as the exclusive U.S. auto advertiser for the September beta launch of the Joost Internet video-on-demand service. GSD&M is now crafting channel content for the client.

Kelly Harris, account supervisor on BMW at the Austin, Texas-based agency, said the opportunities afforded by the new media platform (which supports interactive advertising elements like widgets and interactive banners) tie-in with BMW’s “Relearn to drive” campaign launched in June.

“The campaign, which was primarily online with some print, features nine characters in a Brady Bunch-like grid,” Harris said. “It was designed as a guerrilla online initiative. It’s based on the idea that whomever taught you to drive, like your high school gym teacher, wasn’t qualified.”

Added GSD&M associate media director Janice Suter, “We see different opportunities to interact with [consumers through] the advertising, from interstitials to long-form branded content, that provides an engaging experience. Pre-roll and traditional 30-second spots are not in the vernacular.”

Among the approximately 40 advertisers signed up for the beta-test period are blue-chip clients such as Coca-Cola, HP and Nike.

The service is expected to launch in earnest next month. Clients and their agencies are expected to get detailed reports measuring their return on investment.