BMW is hoping to reach the publication's millennial listeners with a food discovery podcast launch in promotion of its X7 Sports Activity Vehicle

Podcasts are still gaining in popularity, and more brands are joining the trend, as it provides a means to connect easily with younger audiences. BMW is the latest, collaborating with The New York Times' T Brand Studio to create its own series.

The six-episode podcast is called “The Special” and  is made in collaboration with restaurant discovery platform The Infatuation. The host, journalist Minya Oh, will feature with artists, architects, musicians, entrepreneurs and residents of the six cities the podcast will visit: Houston, Los Angeles, Minneapolis, Philadelphia, Seattle and Greenville, South Carolina. Each episode leads up to a dish prepared for the guests by a local chef that ties into the city and theme.

BMW is using the podcast to promote its latest X7 Sports Activity Vehicle, hoping to attract on-the-go millennials who tend to compose the largest portion of podcast audiences. The theme that ties the show and car together is “the culture of cities through the eyes of its locals while exploring the intersection of old and new,” according to the press release.

The Special

BMW

T Brand Studio


Lead image: stock photos from Eugenio Marongiu/Shutterstock

Podcasts are still gaining in popularity, and more brands are joining the trend, as it provides a means to connect easily with younger audiences. BMW is the latest, collaborating with The New York Times' T Brand Studio to create its own series.

The six-episode podcast is called “The Special” and  is made in collaboration with restaurant discovery platform The Infatuation. The host, journalist Minya Oh, will feature with artists, architects, musicians, entrepreneurs and residents of the six cities the podcast will visit: Houston, Los Angeles, Minneapolis, Philadelphia, Seattle and Greenville, South Carolina. Each episode leads up to a dish prepared for the guests by a local chef that ties into the city and theme.