figured if The Hire took off and the films were downloaded from BMWs Web site
by more than 2 million viewers, BMW would chalk up the same number of eyeballs
as a snappy advertising campaign aired during the Super Bowl, but would reach a
higher percentage of BMW-type customers, progressives with a nose for cinema,
technology, and high bandwidth. If you really understand your consumer, you
can be very clever about how to communicate. You can change the whole
paradigm, says McDowell, who is now executive vice president at Mini.
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