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#1 Campaign in Automotive · August 2026
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#1 Campaign
Automotive · August 2026

Spider-Man Startup Screen

PR Campaign
Tuesday 4th August, 2026

BMW turned the startup screen in some of its newer cars into an unexpected advertising space for Spider-Man: Brand New Day. The partnership, linked to BMW vehicles appearing in the film, made drivers interact with a branded animation before clearing it—creating a small but highly shareable example of cinema marketing invading the car dashboard.

Why it worked: It hijacked a mundane, unavoidable moment—the car startup screen—creating a forced-interaction ad that sparked owner backlash, screenshots, and instant coverage.

The lesson: Consider repurposing a mandatory UX checkpoint (login, update prompt, receipt screen) into a surprising, time-bound stunt that’s screenshot-friendly and debate-worthy.

BMW Sony Pictures
9 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
businessinsider.com You can't escape ads for the new Spider-Man movie — even in your BMW Tuesday 4th August, 2026
futurism.com BMW Suddenly Blasts Its Cars’ Internal Screens With Aggressive Advertisements Tuesday 4th August, 2026
carscoops.com BMW Put Spider-Man Ads On Your Dash Screens. Owners Aren’t Amused | Carscoops Wednesday 5th August, 2026
techradar.com 'It is not a form of advertising': BMW defends Spider-Man pop-up ads that have infuriated customers | TechRadar Wednesday 5th August, 2026
boingboing.net BMWs are showing a Spider-Man movie ad at startup Thursday 6th August, 2026
macobserver.com BMW Owners Are Upset Over Spider-Man Ads On Dashboard Screens Friday 7th August, 2026
usatoday.com 'Spider-Man: Brand New Day' promotion on BMW screens frustrates drivers Friday 7th August, 2026
topspeed.com BMW Spider-Man In-Car Ads Draw Owner Backlash in 2026 Sunday 9th August, 2026
motor1.com BMW Owners Outraged After Spider-Man Ads Pop Into Dashboards Friday 21st August, 2026
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FAQs

What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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It's the number of articles. Simple as that. We're not weighting by outlet size or reach - just raw volume. The campaigns at the top are the ones generating the most stories right now.

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