Before there was Hammer & Coop, there was The Hire. This innovated effort, created for BMW (Mini Cooper's parent company), shifted the way people viewed online films. Produced some years ago, BMW Films won numerous awards and had over 100 million film views. That year, BMW sales increased by 12.5% , surpassing the 200,000 mark for the first time in its history. What's funny is that this all came about when BMW had no new car to promote but still wanted to do a branding effort. The print effort, besides a faux movie poster, included a comic book mini series published by Dark Horse.
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