BMW were the pioneers of branded content with their original series of films, called The Hire. They were much lauded for being ahead of their time when released in 2001 and 2002. It launched a BMW Films team and they have since gone on to produce work for Aston Martin amongst others.
It is interesting now to see BMW Documentaries popping up to give us a month of documentaries about The Future of Mobility. It begs the question as to whether branded documentaries become the future of content or simply another branch to this ever expanding digital term.
