Because younger people are increasingly savvy about advertising, we needed to develop a campaign that encouraged our target (affluent people 25-44) to discover the BMW brand on their own terms, rather than us bombarding them with conventional advertising. Positioning the The Hire film series as compelling and entertaining content, we knew it would not be credible to distribute the films from bmwusa.com, where vehicle options and pricing are provided. This led us to create a completely separate, entertainment-focused site at bmwfilms.com that featured not just the films, but plot synopses, background information on the directors and the lead actor, vehicle information, and a screensaver as a souvenir.