Overview
- The electric iX3 and BMW 5 Series are written into Spider‑Man: Brand New Day, which opens in cinemas on Friday, giving the cars an on‑screen role rather than a simple cameo.
- BMW unveiled the one‑off iX3 Flow at the film premiere; the vehicle uses full‑colour E Ink panels for animated exterior graphics and will be on public display at BMW Welt in Munich through September.
- Drivers with suitably equipped BMWs can download a Spider‑Man animation from July 27 through August 10 in more than 70 markets that plays full‑screen visuals, themed music and a synced interior light show.
- BMW M Motorsport applied a Spider‑Man livery to its #24 BMW M Team WRT GTP car for the Road America race weekend (July 31–August 2) to extend the campaign into live motorsport exposure.
- The tie‑in is explicitly framed as part of BMW’s Neue Klasse launch and leverages the film’s huge reach — including a trailer BMW cites as passing one billion views in four days — though the campaign’s effect on iX3 orders and long‑term brand perception has not yet been reported.