'it Is Not A Form Of Advertising': Bmw Defends Spider-man Pop-up Ads That Have Infuriated Customers

• Customers hit out at connected cars as Spider-Man ‘ads’ appear in vehicles
• BMW says the Festive App is not a form of advertising

• Backlash against connected cars intensifies online

Last week, reports emerged in the US of BMW owners receiving “pop-up ads” that promoted the German brand’s involvement with the new Spider-Man: Brand New Day movie.

BMW vehicles appear throughout the super hero caper in typical summer blockbuster product-placement fashion, but BMW pushed things further by running what it calls “themed animations and messages” on the infotainment systems of a select number of connected vehicles.

Owners quickly took to internet forums to complain about these “pop-up ads,” which appeared in the form of a message that asked them whether or not they would like to launch the animation.

However, BMW has now defended itself against the outcry. “The Festive App in the BMW operating system is designed to provide customers with optional themed animations and messages linked to a range of global and local occasions. It is not a form of advertising,” a BMW spokesperson said when we reached out for comment.

spidermanbrandnewday from r/SpidermanBrandNewDay/comments/1v803or/got_this_commercial_in_my_car_today_as_part_of

According to the German marque, customers can not only choose whether or not they want to see the Spider-Man content, but it is also only available when the vehicle is stationary.

The spokesperson we contacted also stated that the Spider-Man tie-in was only available in certain markets, stressing that it was not available in the UK or Ireland.

While it can be argued that offering Spider-Man themed videos to showcase the abilities of today's infotainment systems is just a bit of fun, the online backlash so far has been overwhelmingly negative.

This also comes from a brand that previously flirted with the idea of charging owners a Netflix-style subscription to unlock hardware already installed on the car, such as heated seats and steering wheels.

Analysis: Blurring the line between content and advertising

The online repercussions from BMW’s decision to run “themed animations and messages” haven't been great so far, with many bemoaning the gradual marketing creep that appears to be happening with any product that’s connected to the internet.

One commenter on Reddit said, “I don’t want my car, fridge or toaster to have an internet connection,” which perfectly sums up the current anti-connected argument.

It's totally understandable. The car used to be one of the few sanctuaries where humans could switch off and escape the furious pace of modern life.

Perhaps tuning in to a radio station or enjoying a favorite album used to be the extent of the multimedia on offer, but with the rapid advance of connected infotainment systems, cars are becoming an extension of our ever-expanding digital lives.

It seems that when this helps boost productivity or keeps us entertained (via apps and games), most owners are happy to play along, but as soon as the subject of pop-up ads and the misuse of personal data surfaces, the sentiment is suddenly very different.