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BMW vs Mercedes vs Audi — The Smartest Marketing Move Ever | BMW Used Its Rivals for Free Promotion

BMW pulled off one of the smartest and most shocking marketing campaigns in automotive history — and they did it without breaking a single rule.

In 2016, while celebrating its 100th anniversary in Russia, BMW decided to reward drivers in a way no one expected. They noticed that many motorists were hiding their license plates and badges to avoid toll charges. BMW turned this insight into a genius strategy.

The company announced free access to the Moscow–St. Petersburg toll highway for all BMW owners for an entire summer. But the real twist came next. BMW began distributing BMW logo stickers — not just to BMW drivers, but also to Mercedes and Audi owners. By placing a BMW badge over their car’s emblem, even rival brand owners could legally enjoy free toll access.

The result? Highways filled with Mercedes and Audi cars proudly displaying BMW logos, giving BMW massive free advertising from its biggest competitors. This bold move is still considered one of the greatest marketing masterstrokes ever.

Watch till the end to understand how BMW outplayed the competition with pure creativity.
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