They had huge success with BMWFilms.com. Now they’re on to something again.

Because I have been discussing new forms of marketing here at eirikso.com lately I find this very interesting. BMW in conjunction with Random House release a series of short stories featuring their cars. The stories are distributed as audio books.

DRM free. On a site with an RSS feed where you can subscribe to updates. With a possibility to write comments on the stories. They’re playing around with some classic Web 2.0 features here. I haven’t had the time to listen to the stories, but if they hold the same level of quality that the BMW films did then they might have a winner here.

Anyway, it is a new way of marketing. And a part of a marketing budget that just slipped away from traditional media.

(Via BoingBoing)