{"id":112612,"date":"2026-08-07T05:44:36","date_gmt":"2026-08-07T03:44:36","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=112612"},"modified":"2026-08-07T05:44:36","modified_gmt":"2026-08-07T03:44:36","slug":"skvele-prekvapeni-bmw-obdarovava-zakazniky-nechtenou-reklamou-v-kokpitu","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/08\/07\/skvele-prekvapeni-bmw-obdarovava-zakazniky-nechtenou-reklamou-v-kokpitu\/","title":{"rendered":"Skv\u011bl\u00e9 \u201ep\u0159ekvapen\u00ed\u201c: BMW obdarov\u00e1v\u00e1 z\u00e1kazn\u00edky necht\u011bnou reklamou v kokpitu"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p><strong><span dir=\"auto\">Ka\u017ed\u00fd, kdo si kupuje pr\u00e9miov\u00fd v\u016fz, jist\u011b neo\u010dek\u00e1v\u00e1 ne\u017e\u00e1douc\u00ed reklamu na palubn\u00edm po\u010d\u00edta\u010di. BMW, ze v\u0161ech spole\u010dnost\u00ed, kter\u00e9 se dlouhodob\u011b prezentuj\u00ed jako str\u00e1\u017ece soukrom\u00e9ho prostoru \u0159idi\u010de, v\u0161ak tento slib poru\u0161uje: Od konce \u010dervence 2026 se na displej\u00edch mnoha model\u016f p\u0159i jejich nastartov\u00e1n\u00ed objevuj\u00ed animovan\u00e9 reklamy na film. To, co spole\u010dnost prod\u00e1v\u00e1 jako \u201especi\u00e1ln\u00ed p\u0159ekvapen\u00ed\u201c, majitel\u00e9 aut pochopiteln\u011b vn\u00edmaj\u00ed jako nep\u0159\u00edjemnost.<\/span><\/strong><\/p>\n<p><span dir=\"auto\">\u201eBMW m\u00e1 pro sv\u00e9 z\u00e1kazn\u00edky p\u0159ipraven\u00e9 speci\u00e1ln\u00ed p\u0159ekvapen\u00ed,\u201c uvedla n\u011bmeck\u00e1 automobilka v\u00a0<\/span><a href=\"https:\/\/www.press.bmwgroup.com\/deutschland\/article\/detail\/T0459621DE\/bmw-bringt-moderne-mobilitaet-in-den-sony-pictures-film-%E2%80%9Espider-man%E2%84%A2:-brand-new-day%E2%80%9C\"><span dir=\"auto\">tiskov\u00e9 zpr\u00e1v\u011b<\/span><\/a><span dir=\"auto\">\u00a0. \u201ePo nastartov\u00e1n\u00ed vozidla se na kontroln\u00edm displeji zobraz\u00ed speci\u00e1ln\u00ed banner. Kliknut\u00edm na n\u011bj se aktivuje animace Spider-Mana\u2122, kter\u00e1 se skl\u00e1d\u00e1 ze slavnostn\u00ed animace na celou obrazovku na kontroln\u00edm displeji s vhodn\u011b zvolenou hudbou na pozad\u00ed a doprovodnou sv\u011btelnou show ambientn\u00edho osv\u011btlen\u00ed.\u201c<\/span><\/p>\n<p><span dir=\"auto\">Kampa\u0148 prob\u00edh\u00e1 od 27. \u010dervence do 10. srpna 2026 a vztahuje se na vozidla ve v\u00edce ne\u017e 70 zem\u00edch, kter\u00e1 byla vyrobena po \u010dervenci 2020 a jsou vybavena opera\u010dn\u00edm syst\u00e9mem BMW 7, 8, 8.5, 9 nebo X.<\/span><\/p>\n<p><a href=\"https:\/\/www.spiegel.de\/wirtschaft\/unternehmen\/bmw-spider-man-werbung-auf-autodisplay-nervt-fahrer-a-e5d25764-6425-4d33-a93a-f4b34e811f02\"><span dir=\"auto\">Podle BMW<\/span><\/a><span dir=\"auto\">\u00a0m\u00e1 animace vzbudit nad\u0161en\u00ed pro nov\u00e9 BMW iX3 a jeho vystoupen\u00ed ve filmu o Spider-Manovi a \u201enen\u00ed ur\u010dena k propagaci filmu ani k b\u011b\u017en\u00e9mu traileru k filmu. Nejedn\u00e1 se tedy o klasickou reklamu \u2013 a v budoucnu se ve vozidle \u017e\u00e1dn\u00e1 reklama zobrazovat nebude.\u201c Uvedli, \u017ee \u201etakov\u00e9 displeje ji\u017e n\u011bkolikr\u00e1t implementovali do vozidel BMW\u201c. Animace se spust\u00ed pouze aktivn\u00edm klepnut\u00edm a \u00fadajn\u011b obdr\u017eeli \u201espoustu pozitivn\u00edch ohlas\u016f\u201c. Ve filmu se objevuj\u00ed modely iX3 a \u0159ada 5 a dokonce se objevil i speci\u00e1ln\u00ed v\u00fdstavn\u00ed v\u016fz iX3 s designem Spider-Mana.<\/span><\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-0\" class=\"\" title=\"X Post\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?dnt=true&amp;embedId=twitter-widget-0&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=2085138728805175750&amp;lang=cs&amp;origin=https%3A%2F%2Freport24.news%2Ftolle-ueberraschung-bmw-beschenkt-kunden-mit-unerwuenschter-werbung-im-cockpit%2F&amp;sessionId=7cb57ab2f79644750290686e87765c958bb8ed0c&amp;theme=light&amp;widgetsVersion=6a3ad42b224df%3A1778106238597&amp;width=550px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"2085138728805175750\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p><span dir=\"auto\">Ot\u00e1zka zn\u00ed: Jak\u00fd z toho maj\u00ed majitel\u00e9 aut \u00fa\u017eitek? Desetilet\u00e9 d\u011bti, kter\u00e9 fascinuj\u00ed animace Spider-Mana, neum\u00ed ani \u0159\u00eddit vozidlo. O co jin\u00e9ho by tedy mohlo j\u00edt ne\u017e o reklamu? \u201ePozitivn\u00ed zp\u011btn\u00e1 vazba\u201c se alespo\u0148 online neprojevuje. Naopak: Zd\u00e1 se, \u017ee pro mnoho majitel\u016f aut byla hranice p\u0159ekro\u010dena.<\/span><\/p>\n<p><span dir=\"auto\">Obzvl\u00e1\u0161t\u011b ironick\u00e9: V roce 2023 senior viceprezident BMW Stephan Durach zd\u016fraznil americk\u00e9mu port\u00e1lu\u00a0<\/span><a href=\"https:\/\/www.mediapost.com\/publications\/article\/391876\/bmw-exec-no-plans-to-sell-in-vehicle-ads.html\"><span dir=\"auto\">MediaPost<\/span><\/a><span dir=\"auto\">\u00a0, \u017ee obrazovka je \u201esoukrom\u00fd prostor\u201c a \u017ee tam necht\u011bj\u00ed umis\u0165ovat \u017e\u00e1dnou reklamu. \u201eAuto je podle m\u00e9ho n\u00e1zoru nakonec posledn\u00edm soukrom\u00fdm \u00fato\u010di\u0161t\u011bm. Tam si m\u016f\u017eete d\u011blat, co chcete, \u00fapln\u011b sami (&#8230;). Prodat obrazovku za \u00fa\u010delem p\u0159ehr\u00e1v\u00e1n\u00ed reklam \u2013 to si nedok\u00e1\u017eu p\u0159edstavit. Je to soukrom\u00fd prostor.\u201c O t\u0159i roky pozd\u011bji se pr\u00e1v\u011b tento prostor st\u00e1v\u00e1 d\u011bji\u0161t\u011bm hollywoodsk\u00e9 propagace.<\/span><\/p>\n<p><span dir=\"auto\">Online reakce, nap\u0159\u00edklad na\u00a0<\/span><a href=\"https:\/\/www.reddit.com\/r\/BMW\/comments\/1v802of\/got_this_commercial_in_my_car_today_as_part_of\/?captcha=1\"><span dir=\"auto\">Redditu<\/span><\/a><span dir=\"auto\">\u00a0, mluv\u00ed za v\u0161e: \u201eTe\u010f ukazuj\u00ed reklamy v autech\u00a0<\/span>\ud83d\udc80\ud83d\udc80\ud83d\udc80<span dir=\"auto\">,\u201c p\u00ed\u0161e jeden u\u017eivatel, \u201eBMW by s t\u00edmhle nesmyslem m\u011blo p\u0159estat,\u201c \u0159\u00edk\u00e1 dal\u0161\u00ed. Dal\u0161\u00ed se odva\u017euje nahl\u00e9dnout do budoucnosti, by\u0165 dystopick\u00e9:<\/span><\/p>\n<p><em><span dir=\"auto\">\u201eTo je naprosto skv\u011bl\u00e9. Nem\u016f\u017eu se do\u010dkat dne, kdy se budete muset celou minutu d\u00edvat na reklamu na obrovsk\u00e9 obrazovce infotainmentu, ne\u017e nastartujete auto. Sledov\u00e1n\u00ed o\u010d\u00ed bude pou\u017eito ke kontrole, zda reklamu skute\u010dn\u011b sledujete \u2013 pokud se odvr\u00e1t\u00edte, reklama se okam\u017eit\u011b zastav\u00ed a budete muset celou minutu z\u00edrat na obrazovku. Teprve potom se m\u016f\u017eete rozjet.\u201c<\/span><\/em><\/p>\n<p><span dir=\"auto\">Slib soukrom\u00ed byl z\u0159ejm\u011b jen marketingov\u00fdm trikem. BMW nepou\u017eilo animovan\u00fd Spider-Man jen k propagaci filmu, ale prod\u00e1valo ho tak\u00e9 jako slu\u017ebu. Mezit\u00edm trp\u011blivost majitel\u016f aut doch\u00e1z\u00ed \u2013 nejen kv\u016fli st\u00e1le absurdn\u011bj\u0161\u00edm asisten\u010dn\u00edm a sledovac\u00edm syst\u00e9m\u016fm \u0159idi\u010de, ale tak\u00e9 proto, \u017ee n\u011bkter\u00e9 funkce v modern\u00edch vozidlech jsou dostupn\u00e9 pouze na z\u00e1klad\u011b p\u0159edplatn\u00e9ho. Reklama v kokpitu se zd\u00e1 b\u00fdt t\u00e9m\u011b\u0159 p\u0159edv\u00eddateln\u00fdm dal\u0161\u00edm krokem. Co se stalo s \u201e\u010dirou radost\u00ed z j\u00edzdy\u201c?<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1185\" src=\"http:\/\/www.infokuryr.cz\/n\/wp-content\/uploads\/2021\/04\/kuryr-podpis.png\" alt=\"\" width=\"84\" height=\"24\" \/><\/p>\n<p>&nbsp;<\/p>\n<div id=\"repor-1791443309\" class=\"repor-inhalt2_mob repor-entity-placement\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ka\u017ed\u00fd, kdo si kupuje pr\u00e9miov\u00fd v\u016fz, jist\u011b neo\u010dek\u00e1v\u00e1 ne\u017e\u00e1douc\u00ed reklamu na palubn\u00edm po\u010d\u00edta\u010di. BMW, ze&#8230;<\/p>\n","protected":false},"author":2,"featured_media":112613,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[2074,626,1503,343],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/112612"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=112612"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/112612\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/112613"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=112612"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=112612"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=112612"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}