It's quite common for leading companies to cooperate with film directors and combine efforts to create eye-catching and remarkable content. Brand integration in films is very effective. It's not absolutely useful for every type of business, but it was the winning decision for BMW.
Collaborating with National Geographic, BMW filmed the powerful movie "Behind The Shot"
telling a story of a ranching family. What can be a better way to promote a car brand than creating a sponsored content piece about a human-interest story where this car is continuously appearing in the shots?
Moreover, BMW has many other great branded content examples. One of them is organizing the IBU World Cup 2018/2019. No promotion, no sales. They simply hold an event. But all of us understand the power of customer loyalty that appears after such events.