Harvard Case: Launch of the BMW Z3 RoadsterJames McDowell, Vice President of Marketing at BMW North America, Inc. must design Phase II communications strategies for the launch of the new BMW Z3 roadster. The program follows an "out-of-the-box" pre-launch campaign focused on product placement in the November 1996 James Bond film, Golden Eye, and including other "non-traditional" elements such as a product appearance on The Jay Leno Tonight Show, the offering of a James Bond Edition Roadster in the Neiman Marcus Christmas catalog, and large-scale public relations activities. McDowell must evaluate the effectiveness of pre-launch activities and design marketing tactics that can maintain enthusiasm for the product until its availability in March. The Z3 case provides a thought-provoking insight into how creative ideas can influence the launch of a new product. It illustrates the role of cross-promotions and film product placements in the marketing mix, as well as their role in developing a new brand and brand “personality”. It also shows how communications strategy and tactics have evolved beyond traditional television advertising.Case Objectives:1. Consider the power of marketing execution (e.g., product placement) versus traditional media planning strategy. How does this new marketing approach affect changes in branding?2. Encourage a view on the role of cross-promotions and cinematic product placements both in the marketing mix and as elements of new product launch activities3. Structuring thinking about a “new marketing paradigm” that does not rely on advertising, television networks and their associated metrics as central organizing elements. Namely, developing a framework by which "no...... middle of paper... There, 1 e, we2 interviewed the relevant senior executives about their decision to market the Z3. We requested and3 reviewed relevant marketing information. We needed to understand the “4 Cs”: the skills and goals of their business, the customers they were trying to attract, the competitors they would face, and the channels they would use to market the product. We supplemented7 the data we obtained from BMW with library and online searches. We then developed a draft8 of the case which showed us where we needed additional data. With this knowledge of additional data needs in hand, we returned to BMW and requested and received additional information. We then completed our draft and sent it to BMW for approval..