BMW has recently faced backlash from its customers for delivering unsolicited advertisements directly to vehicle infotainment systems. The promotion in question is for the film ‘Spider-Man: Brand New Day,’ which appears as a notification upon starting the car. When engaged, it plays a 19-second full-screen animation accompanied by music and ambient lighting effects.
This campaign commenced on July 27 and is scheduled to run until August 10. It targets vehicles manufactured after July 2020 equipped with BMW Operating System 7 or newer, spanning over 70 markets worldwide.
Many BMW owners have expressed their dissatisfaction with this unexpected intrusion. Some have described the ads as ‘classless and tacky,’ especially considering the premium price of their vehicles. Others have labeled the practice as ‘disgusting’ and have called for an opt-out option, fearing that this could set a precedent for future in-car advertising.
Drawing parallels to past incidents, some users likened this situation to Apple’s 2014 release of U2’s album ‘Songs of Innocence,’ which was automatically added to users’ iTunes libraries without consent, leading to significant public outcry.
In a press release issued in late July, BMW framed the Spider-Man animation as a ‘special surprise’ for its drivers, emphasizing its partnership with the film. The company stated that upon starting the car, a banner appears in the Control Display, which, when clicked, activates the Spider-Man animation featuring a festive display with appropriate backing music and ambient lighting effects.
While the notification is automatically sent to compatible vehicles, owners can choose to ignore it by not engaging with the prompt. Additionally, the animation has been integrated into the Festive app within the in-car system.
Responding to the criticism, BMW clarified that the Spider-Man animation is not an advertisement but part of a broader brand partnership with the film, noting that BMW vehicles are featured in the movie.
Historically, BMW has included similar animations for holidays, but the commercial nature of the Spider-Man video has struck a nerve with many owners. Notably, in late 2023, BMW had stated that it would not sell advertising space on its in-car displays.
This incident underscores the delicate balance companies must maintain when integrating promotional content into consumer products. While partnerships can offer unique experiences, unsolicited advertisements in premium vehicles risk alienating loyal customers. Moving forward, automakers should consider implementing clear opt-in mechanisms to respect user preferences and maintain brand integrity.
