'It is not a form of advertising': BMW defends Spider-Man pop-up ads that have infuriated customers

BMW has defended its use of Spider-Man-themed pop-up ads in certain connected cars, which have infuriated some customers. The company claims the Festive App, which provides these animations and messages, is not a form of advertising. BMW vehicles appear in the Spider-Man: Brand New Day movie, but the company has pushed the boundaries by running themed content on the infotainment systems of select connected vehicles.

Owners have taken to internet forums to complain about these ads, which appear as a message asking if they would like to launch the animation. However, BMW has clarified that customers can choose whether or not to see the Spider-Man content and that it is only available when the vehicle is stationary. The company also stated that the Spider-Man tie-in was only available in certain markets, and not in the UK or Ireland.

While some may view the tie-in as harmless fun, the backlash has been largely negative. This incident further fuels the ongoing debate about the blurred line between content and advertising in connected cars, with many questioning the ethics of marketing in a product that is meant to provide a sanctuary from the fast-paced digital world.