BMW-branded content

I've come across a really interesting marketing program by BMW in the US. It's a website/blog/ongoing podcasts and a series of events of really high quality content. I don't think I've come across another non-media brand that has succeeded in using internet to become a successful content provider yet. Who knows if this program is successful. If the content is anything to go by though, it should be.

Below is a videocast by Malcolm Gladwell. I'd recommend checking out the site. I visited it after watching a talk given by a sociologist called Barry Schwartz on a blog called Business Evolutionist ,