2. PART 1: 2011 PLUM NETWORK AND BMW
PROGRAM OVERVIEW
BMW GOAL
Generate awareness for the launch of the BMW 6
Series by efficiently/effectively reaching a highly
targeted group of active, affluent trend setters and
potential BMW 6 Series purchasers who would be
interested in a “weekend car.”
PLUM TV RECOMMENDATION
Presenting Sponsorship of Alter/Egos, a short,
docu-style editorial film series answering the
question of why people drive a weekend car...To
express another side of oneself. Plum Studios’
Emmy® Award winning production teams to
produce an original short film series to live across
all Plum platforms and beyond.
ALTER/EGOS FILM SERIES
Each of the five (5) unique and compelling
editorial films is a close up look at the surprising
and inspiring opposite sides of personalities of
high profile subjects including Glenn O’Brien,
Donna Karan, David Yurman, Kevin Bacon &
Doug Liman.
These films are aligned with BMW 6 Series ad
spots that airing across the network, online, and
at high-profile events.
PART 1: PROGRAM OVERVIEW
3. IMPRESSIONS DELIVERED TO DATE
TIMING: 6/25/2011 – 10/19/2011
(does not include additional media pick up included in recap)
PART 2 IMPRESSIONS
Impressions Include:
• Alter/Ego Films
• :30 second brand spots
• Print Units
• Digital/Social Media
• Events
48,652,378
4. PART 3: BMW PRESENTING SPONSORSHIP OF
“Alter/Egos”
About Alter/Egos
Five Plum Studios-produced 5 minute short films
taking a close- up look at the surprising and inspiring
“Alter Egos” of high profile subjects in iconic
destinations.
Featured Subjects
Film 1: Glenn O’Brien – Style Icon / Comedian
Film 2: Donna Karan – Fashion Designer /
Humanitarian
Film 3: David Yurman – Jewelry Designer / Cowboy
Film 4: Kevin Bacon – Actor/Musician
Film 5: Doug Liman – Director/Pilot
Media Schedule ( June – December, 2011)
BMW media campaign includes a high frequency
rotation of BMW brand creative that aired in rotation
across the Plum TV Network, as well as directly
following each Alter/Egos short film.
PART 3: ALTER/EGOS SPONSORSHIP
5. ALTER EGOS PROGRAM OVERVIEW
JUN JUL AUG SEPT - NOV
BMW BRAND
CREATIVE
Pink= Plum
Miami
Blue= Plum
Hamptons
Film #1
BMW Ad
Burst
Misco-Site, banner ads, leader boards and Alter Ego films live streaming 24/7 online and via
mobile
BMW Spread
Creative
Alter
Ego
Film #1
Nantucket
Film
Festival
June 22 -
26
BMW BRAND
SPOTS
ALTER
EGO FILMS
ALTER EGO
TEASERS
SOCIAL
MEDIA
PLUM
FILM EVENTS
BMW Spread Creative
BMW Spread Creative BMW Spread Creative
PLUMTV.COM
AND MOBILE
Tune-in
Teaser
SL East
Cover Party
for Plum
Hamptons
Plum
Hamptons
Contributors
Party
PRINTTELEVISIONDIGITALEVENTS
Prior, during and post the film launches and events, Plum Networks will post tune-in
messages on Facebook & Twitter
Film #2
Film #3
Film #4
Tune-in
Teaser
Tune-in
Teaser
Tune-in
Teaser
Film #2
BMW Ad
Burst
Film #3
BMW Ad
Burst
TUNE-IN
TICKER
Tune-In
Ticker
Film #5
Film #4
BMW Ad
Burst
Film #5
BMW Ad
Burst
Tune-in
Teaser
Tune-In
Ticker
Tune-In
Ticker
Tune-In
Ticker
Tune-In
Ticker
Tune-In
Ticker
Tune-In
Ticker
Tune-in
Teaser
6. PART 4: PLUM DAILY INTERVIEW
On June 22, Plum Studios produced a
live two-minute interview, with Plum
Daily host, Kate Brosnan, promoting the
upcoming launch of Alter/Egos as well
as the BMW Sponsorship of The
Nantucket Film Festival. The piece aired
inside Plum’s flagship hyper-local show,
Plum Daily, on Nantucket during the
Nantucket Film Festival and across the
entire Plum Network on PlumTV.com.for
four weeks.
To view interview:
http://www.plumtv.com/videos/alter-egos
PART 4: ADDITIONAL TV EXTENSIONS
7. PART 5: PRINT CAMPAIGN
Plum extended the BMW messaging with
BMW 6 Series spreads in Plum Hamptons
and Plum Miami Magazines.
Four spreads with BMW 6-Series creative:
• 3 spreads in Plum Hamptons (June, July,
August)
• 1 spread in Plum Miami (July/August)
PART 5: PRINT CAMPAIGN
8. PART 6: “THE OFFICIAL CAR OF
THE 2011 NANTUCKET FILM FESTIVAL”
BMW was the Presenting Sponsor and “The Official Car of
The 2011 Nantucket Film Festival” including vehicle
displays, VIP Shuttle, event integration, and Official
Sponsorship of the NFF’s Screenwriter’s Tribute.
VEHICLE DISPLAYS
BMW received the opportunity to display a BMW 6-Series
and a BMW ambassador at various venues during the
Festival.
VIP SHUTTLE
BMW vehicles were used during the Festival as shuttles
for celebrities and VIPs. Celebrities included Paul Haggis,
Brian Williams, Ben Stiler, Maria Bello, Seth Myers, Jerry
Sienfeld and more!
Vehicles were branded with “The Official Vehicle of The
Nantucket Film Festival” prominently on the side of each
car.
NFF’S SCREENWRITER TRIBUTE
Alter/Egos Film was shown at this most exclusive and
high profile “must-attend” event during the entire festival
including title sponsorship of the premiere event of the
weekend, the “Screenwriter's Tribe” honoring Paul Haggis
and hosted by Brian Williams. BMW logo center stage on
screen during the reception and the show.
PART 6: EVENT ACTIVATION
9. PART 6: EVENT ACTIVATION, CONT.
PART 6: PLUM & NANTUCKET
FILM FESTIVAL ADDITIONAL
MEDIA EXTENSIONS SPECIFIC
TO THE BMW 6 SERIES
SPONSORSHIP
10. PART 7: ALTER/EGOS FILM SCREENINGS
To enhance visibility of the Alter/Egos film series, Plum showcased
the films at chic, sophisticated parties in the Hamptons in August.
Events included:
SL EAST AUGUST ISSUE LANCH PARTY
Plum produced a high-profile party to celebrate Plum's August Fall
Fashion issue featuring Cover Star Naomi Watts on Saturday, August
13th at this super chic nightclub/lounge in East Hampton. 300 hand-
picked guests and VIPs were in attendance at the party which lasted
from 9-11:30pm. BMW Alter/Egos films were running in rotation on
flatscreens across the venue throughout the night.
SOUTHAMPTON SOCIAL CLUB
Plum hosted a literary dinner for 150 guests to honor its contributors:
Jay McInerney, Jonathan Marc Sherman and Taylor Plimpton who
helped create Plum Hamptons, at Southampton Social Club on
Wednesday, August 31st, 2011. VIP Guests included Nacho Figueras,
Delfina Blaquier, Savannah Buffett, Michael Showalter, Michael
Mailer, Holly Peterson, Alexandra Shiva, Lawrence Bender, Lara
Shriftman and Anne Hearst. The Alter/Egos films featuring Hamptons
residents’ Donna Karan & David Yurman were shown on a big screen
throughout the night.
PART 7: FILM SCREENINGS
12. PART 8: ONLINE CAMPAIGN
Plum extended the BMW messaging on
PlumTV.com and social media promotion. The
program provided BMW and Alter/Egos with
broader distribution via a custom PlumTV.com
microsite and Plum’s Facebook and Twitter
feeds.
• Over 157,000 social media impressions
across
Facebook (74k+) and Twitter (83k+), with
high levels
of engagement- lots of "likes" on Facebook
across
Plum pages
• Approximately 293,000 display impressions
across
PlumTV.com
• Live streaming programming 24/7 on
PlumTV.com
featuring BMW spots and Alter/Egos films on
a custom microsite as well as across the site
PART 8: ONLINE CAMPAIGN
14. PART 9: DIGITAL EXTENSIONS & DISTRIBUTION
PART 9:
EXTENDED ONLINE DISTRIBUTION
Plum extended the BMW messaging via an online promotion. The program provided BMW with
broader distribution via blog posts, tweets and articles on close to 20 sites and blogs.
