Online success story The Hire, at bmwfilms.com, was just the beginning. Now New Jersey-based BMW North America is enlisting A-list talent, Dark Horse Comics, of Portland, Ore., to turn The Hire into an original comic book series, the first of which, Scandal, streets this month. Pat McKenna, BMW’s consumer communications manager, says the comics are geared at holy-grail skew 18-to-34 males. ‘It’s the audience everyone’s chasing.’
The plan is to build a buzz organically for the six-book series, repeating the M.O. of bmwfilms.com, which spawned 64 million views.
