Along
with millions of others, BMW, the Official Mobility Partner of the
United States Olympic Committee (USOC), will tune into the Opening
Ceremonies of the XXX Olympiad tonight as the London 2012 Olympic Games
get underway. Debuting during NBC's broadcast of the event, BMW's U.S.
Olympic-themed advertisement "Victory" will enhance an already
comprehensive activation of the company's first-time sponsorship, which
called upon all business units to infuse the Olympic spirit into key
product, retailer and brand marketing initiatives over the past two
years.
"Our approach to sponsorship is firmly and uniquely
rooted in material contribution," said Dan Creed, Vice President,
Marketing, BMW of North America. "Our relationship with the USOC has
enabled us to reinforce our brand ideals ? passion, performance,
efficiency and excellence ? with our employees, retailers and customers
in new and interesting ways, which has resulted in a direct and positive
impact on our business."
"Victory" is a 60-second spot that
illustrates the unique symmetry between two benchmarks of sport
performance: the BMW 3 Series and the athletes of the BMW Performance
Team. Featuring current 2012 U.S. Olympic Team members Ricky Berens
(swimming), Natalie Coughlin (swimming), Sanya Richards-Ross (track
& field), Evelyn Stevens (cycling) and Mallory Weggemann (swimming,
Paralympic), as well as Olympic legends Bryan Clay (decathlon) and Janet
Evans (swimming), "Victory" draws parallels between the speed,
efficiency and traction of an athlete to that of a vehicle.
U.S. Olympic Marketing Campaign
In addition to national television commercials, BMW's marketing
campaign in support of its sponsorship of Team USA includes digital and
local television advertising as well as social media executions, making
it the largest media investment by BMW of North America in company
history. Leveraging its growing social media channels to engage directly
with current and future BMW owners, BMW this week overhauled its
Facebook (www.facebook.com/BMWUSA), YouTube (www.youtube.com/BMWUSA) and
Twitter (www.twitter.com/BMWUSA) channels in celebration of the Olympic
Games. Creative themes and content on the channels crystallize the
connection between the dedication to performance and passion displayed
by BMW Performance Team athletes in sports and BMW in engineering. Fans
have various opportunities to interact with the brand, including
learning more about the athletes and what drives them, watching the
latest commercials or joining the conversation with hashtag #BMWTeamUSA.
Connections and Conversion at Retail
Following a hugely successful 2011 drive campaign in which retailers
tallied a purchase rate of one vehicle per four attendees, BMW has
reprised its Drive for Team USA national fundraising campaign this year,
increasing the number of events from 277 last year to 315. More than
20,000 consumers registered for events taking place between April 17 and
Aug. 25, 2012, and, to date, host retailers have experienced a 75%
attendance rate.
BMW Drive for Team USA events invite consumers
to BMW retailers across America to test drive any one of five different
BMW 3 Series models. For every participant who test drives a vehicle at
the event, BMW will donate $10 to Team USA. In addition to the
opportunity to test how the Ultimate Driving Machine measures up against
the competition, the events also offer the chance to meet U.S. Olympic
and Paralympic hopefuls, legends and other members of the Olympic
community.
Innovative Contributions to Team USA
An integral part of its partnership with the USOC, BMW is also applying
its resources and technologies to advance the training and performance
goals of Team USA athletes and hopefuls. In the lead-up to London 2012
Olympic Games, BMW has undertaken two technology transfer projects in
response to real-time data needs identified by USA Track & Field and
USA Swimming. The first, a velocity measurement system that captures a
long jumper in motion and automatically calculates and delivers
performance metrics for coaches to use in training scenarios, was tested
by Clay. The second, a motion tracking system that analyzes a swimmer's
dolphin kick within the allowed 15 meters of underwater swimming and
provides quantitative performance data to coaches, was tested by Berens.
These technologies are now deployed at the Olympic Training Centers in
Chula Vista, Calif. and Colorado Springs, Colo., respectively.
"It's significant that BMW is able to make such a direct, impactful and
lasting contribution," said Lisa Baird, Chief Marketing Officer, USOC.
"We've been extremely pleased to have BMW in our sponsor family and look
forward to the future innovations this partnership is sure to yield."
BMW Performance Team U.S.
In the lead-up to London 2012 Olympic Games, BMW of North America has
supported 11 Olympic and Paralympic athletes and hopefuls, the BMW
Performance Team U.S. They are:
- Ricky Berens, swimming
- Matt Chrabot, triathlon
- Bryan Clay, track & field
- Natalie Coughlin, swimming
- Janet Evans, swimming
- April Holmes, Paralympic track & field
- Jonathan Horton, gymnastics
- Clay Johnson, sailing
- Sanya Richards-Ross, track & field
- Evelyn Stevens, cycling
- Mallory Weggemann, Paralympic swimming
BMW of North America's global parent, BMW Group, is the Official
Mobility Partner of the United States Olympic Committee and the U.S.
Olympic and Paralympic Teams through 2016. BMW Group is also the
Official Mobility Partner of four National Governing Bodies (NGBs) ? USA
Swimming, USA Track & Field, USA Bobsled & Skeleton, and US
Speedskating.
BMW Group (which includes BMW, MINI and
BMWMotorrad) will also lend its support to more than 150 Olympic and
Paralympic athletes and hopefuls in other countries, including the
United Kingdom and France. BMW Group also supports the National Olympic
Committees of Great Britain, China, France, Austria, Spain, and Greece.
At the Games
For the London 2012 Olympic and Paralympic Games, BMW UK has provided
approximately 3,200 low emission diesel, hybrid and electric cars, as
well as motorcycles and bicycles, to the London Organising Committee of
the Olympic and Paralympic Games (LOCOG). Voted by the Dow Jones
Sustainability Index as the most sustainable automotive manufacturer for
seven consecutive years, BMWhas provided a fleet to achieve the
challenging average emissions threshold as set by LOCOG of 120g CO2 per
kilometer.
This weekend, BMW Group will also debut to the
public an impressive pavilion space built on an elevated site above the
Waterworks River, situated inside Olympic Park, between the Olympic
Stadium and the Aquatics Center. Every element of the BMW pavilion has
been designed to reflect the company's heritage in environmental
innovation. The pavilion is expected to host 5,000 visitors each day of
the Games, and admission is free to anyone with a ticket to Olympic
Park.
Also reflective of this commitment to sustainability is
the recent unveiling of the world's first BMW i Store in London.The
showroom presents the future of mobility with a new version of the BMW
i3 Concept car, a revolutionary, lightweight, all-electric, carbon fiber
vehicle alongside the futuristic, plug-in hybrid sports car, the BMW i8
Concept car. These vehicles will be available in 2013 and 2014
respectively, and the BMW i showroom will remain a permanent fixture on
Park Lane.