Another Way to Leave your "Mark"

 
I came across this article recently about BMW’s latest ploy, using cinema audience’s eyelids as their branding vehicle
I can’t seem to get this concept out of my head.  It seems that the people at the movie theater thought it was really cool but “flash projection” feels invasive to me. Am I too paranoid?
A BMW spokeswoman said, “We literally got inside people’s heads, involving them instead of boring them and generating a more intensive connection to our target group. Our brand should be innovative, emotional and dynamic.”
I am not sure I really want them to “get inside my head.”  At what point does advertising cross the line?  While the idea is cool, I wonder if consumers will feel like they have had the advertisement forced on them or will all people think it is “cool?”
Sometimes I feel like the evolving landscape of ads has pushed us too far toward invasive.  With apps that can tell others what you are doing, where you are surfing and where you are physically located right this minute, it feels like less and less privacy is available.  I don’t mind messages targeted at me because of my specific interests based on data gathered about my habits…but flash projections, really?
I think it is important to partake in the new technologies, but my advice is be careful what you put out there, you never know who might be keeping tabs.