After attracting plenty of attention by producing original films, BMW is now trying a less expensive but perhaps more sustainable campaign of audio books. These audio books are designed to be heard while driving, and although BMW owners and active shoppers may be the first to hear them, I can see these books becoming an important part of the long-term effort to attract new customers.

Digital Bulletin: BMW extends film strategy with new stories

BMW Audio Books is a series of audio stories, which users can download free from a new website. It is part of the motor manufacturers plan to engage with new audiences by creating new content that fits in with user’s interests.
Celebrated author Don Winslow launched the campaign with ‘Beautiful Ride’, the first of the series of specially commissioned short stories.

Writers are a lot less expensive to employ than filmmakers and, I don’t know why the BMW book club couldn’t go on forever. They could use both established and emerging writers.