Some BMW drivers are finding an unexpected pop-up when starting their vehicles. In certain models built from 2020 onwards, the infotainment system displays a notification for a Spider-Man campaign. If users choose to open it, a full-screen animation with music and ambient lighting is launched. BMW says the campaign promotes the film Spider-Man: Brand New Day and the new BMW iX3’s appearance in the movie, but does not classify the content as advertising.
The campaign has also triggered criticism on online forums such as Reddit. Many users argue that premium vehicles should not display promotional content, with some comparing the experience to traditional advertising. One commenter even suggested that cars may soon need ‘ad blockers’ to prevent such messages from appearing.
The criticism is also fuelled by BMW’s earlier position on the issue. In December 2023, Stephan Durach, BMW Group’s Senior Vice President for Connected Company Development, said the company had no intention of turning vehicle displays into advertising space, describing the screen as ‘a private space’ that was not intended for commercials.
BMW, however, vehemently rejects the accusation of advertising. “As many of the other stories have noted, the in-vehicle animation is part of a much broader brand partnership which included product placement in the movie and a special edition vehicle on the red carpet of the Los Angeles premiere. This was only intended to be a fun experience which celebrates that our vehicles are featured in the new movie,” the company stated. “BMW has no plans to introduce advertising into its vehicles, and we remain committed to ensuring that our customers are in control of their in-vehicle experience.” In Germany, such promotions are typically classified as advertising by courts. To see what the roughly 20-second clip looks like, watch this video:
According to BMW, the campaign will run globally until 10 August and targets vehicles built from July 2020 onwards that meet the required hardware and software specifications.
The film features the all-electric BMW iX3, the first production model based on the Neue Klasse platform, as well as the BMW 5 Series saloon. Both vehicles are integrated into the storyline as part of BMW’s product placement strategy, giving them exposure to a global cinema audience.