Here ‘s an excerpt from the Times article:
The campaign seeks to reassure potential buyers that the new model is indeed a “pure BMW” despite being smaller and less expensive. The ads are the result of a collaboration between two agencies: GSD&M Idea City in Austin, Tex., part of the Omnicom Group, and Dotglu in New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.
Almost half the spending for the campaign, estimated at $15 million to $25 million, is being devoted to online media. By comparison, executives at BMW of North America say, Internet ad spending for other models ranges from 1 percent to 15 percent of the total ad budgets.