BMW and Cundari Produce the World’s Longest Internet Ad

In what’s either a clever bit of marketing or an epic jumping the shark moment, Canadian ad firm Cundari has produced what it claims to be the longest banner ad ever for the BMW X3.

The ad, which measures 300 by 18,000 pixels (!) when fully extended, contains some 5,500 words of text and just goes on and on and on. So much so that I just skimmed through, trying to figure out if there was a point to it. It certainly didn’t make me want to buy an X3, but maybe that’s not what Cundari was trying to achieve.

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BMW X3 Buyers will be able to see their Vehicles Being Built through an Online Video Portal

BMW wants to turn an ordinary sale into an emotional experience that drives brand loyalty and retention by offerings U.S. buyers of the 2011MY X3 a unique access to the creation of their crossover through an online video portal that will show them footage of their customized X3 being produced at the company’s plant in Spartanburg, South Carolina.

“Customization is essential to the new BMW X3. With more than 10 million distinct configurations available, we wanted to get customers excited about the birth of their unique vehicle,” said Trudy Hardy, Manager, BMW Marketing Communications and Consumer Events, BMW of North America. “This production footage of the BMW X3 vehicles from our Spartanburg plant enhances the overall customer experience that is part of the BMW brand.”

BMW makes use of a total of seven cameras which track the X3 through the various stages of final assembly. The company added that the videos do not have an expiration date and can also be downloaded and shared.

To watch or download the footage, customers will have to create a My BMW account on bmwusa.com website and entering their X3 order number or VIN. The BMW X3 Customer Video Portal program kicks off today, January 20th.

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