The most common argument against branded podcasts is difficulty measuring ROI and their impact on sales. Why, then, did BMW decide to create a branded podcast that was entirely fictional, never mentioning their products or services once? And how did that transpire into an Adweek award for the best branded podcast of 2020? In this episode, we're joined by BMW's digital audio and voice strategy expert, Cora Güntert and creative director Benjamin Bruno. We discuss the making of BMW's fictional podcast, HYPNOPOLIS, as well as the brand's second, more traditional podcast, Changing Lanes. We find out the value that BMW gains from audio, the future of sound-based storytelling, and why audio is so popular among modern audiences.