BMW Activates USOC Partnership with Sochi 2014 Marketing Campaign

January 3, 2014

BMW of North America, pills the Official Mobility Partner of the United States Olympic Committee (USOC), apoplectic has activated its sponsorship by unveiling its U.S. Olympic marketing campaign for the Sochi 2014 Olympic Winter Games.

The campaign includes a series of Olympic-themed advertisements, consumer and retail activations, social and digital media executions, and a national drive campaign to benefit Team USA. In addition, a documentary on BMW’s complete redesign of the U.S. two-man bobsled entitled “Driving on Ice” will air this Sunday, Jan. 5.

“To say the bobsled has been a passion project for BMW is an understatement, and seeing this true collaborative effort captured in a documentary is remarkable,” said Trudy Hardy, Vice President, Marketing, BMW of North America. “After years of hard work, it’s very rewarding to be able to share the journey with the fans of Team USA.”

Complementing “Driving on Ice” will be a series of upcoming U.S. Olympic-themed television advertisements that illustrate the ways in which BMW unlocks the goals and dreams of consumers and athletes alike – on land and on ice. BMW’s first commercial, “Road to Sochi,” leverages biopic footage similar to that of “Driving on Ice” to bring to life the passion, tireless commitment and determination embodied by Team USA athletes and shared by BMW. Featuring Holcomb, Meyers, fellow Team USA bobsledders Curt Tomasevicz, Steve Langton and Aja Evans along with Scully, “Road to Sochi” depicts Olympic journeys that traverse the weight room, the ice track and the design studio in the pursuit of excellence. “Road to Sochi” will first air on Jan. 5 on NBC, during the telecast of “Driving on Ice.”

In addition to national television commercials, BMW’s marketing campaign in support of its Team USA sponsorship includes digital and social media executions. These extensions leverage the U.S. Olympic platform to generate audience excitement and engagement around the Sochi Games and with the BMW brand.

Beginning Jan. 17 and continuing throughout Games, BMW will promote its U.S. Olympic activation with digital advertisements appearing at NBCOlympics.com. BMW’s substantial presence at the website includes its presentation of “Golden Moments,” which highlight athlete achievements from Olympic Games past and present, as well as a series of vignettes focused to technology and the Olympic Games.