Question: 1. With thoughts of the Toyota Prius in mind, if you were the brand manager for this brand, what would you do to generate explosive self-generating demand?
2. BMW employed the services of top film directors to develop five-minute short films with a BMW vehicle as the subject of each "short." These films are available for viewing on the Web. Apparently this site has attracted an enormous number of viewers. With reference to pertinent material in the chapter about word-of-mouth influence and buzz-building efforts, explain why this alternative marcom effort may be effective for BMW's featured brands.