BMW connects the silos with Internet Commercial

If you read my column earlier today, you may have watched the Katie Couric/Bryant Gumbel reunion of confusion – first the Internet and then a BMW i3.

What you may have not noticed, is BMWs path to bridging the silos.

You see, unlike many brands, BMW spent a crap load of money on its Super Bowl ad and then connected the silos – an example of a brand executing the 1851 vision perfectly.

Couric and Gumbel discuss the Internet in the first part of the segment (a real clip). Within the segment, the TODAY Show’s email address, [email protected]) appears. Funny, right (especially since at that point there were no brands owning the domain after the @).

Well, funny indeed. But even more clever than you thought.

Look up that URL online and unlock the next part to the video (now the commercial has created a call-to action). Within that video, the secret is unveiled, where you can email it to unlock the next chamber. Upon emailing, you receive an automated response to another chamber. That chamber provides you with the opportunity to win a car.

Advertising to marketing to digital to PR to Social (you can certainly share your experience). Genius.

Well played BMW. Now, franchise brands, it’s your turn to take your ads and connect the dots.