“Driving on Ice,” a Film About BMW’s Redesign of the Team USA Two-man Bobsled, to Air This Sunday on NBC.
BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), today announced its U.S. Olympic marketing campaign for the Sochi 2014 Olympic Winter Games, which includes a series of Olympic-themed advertisments, 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, January 5 at 12:30 p.m. EST/11:30 a.m. CST on NBC.
“Driving on Ice” chronicles BMW’s collaboration with the USA Bobsled and Skeleton Federation (USBSF) to deliver a fleet of six new two-man bobsleds, applying the automaker’s world-class design and engineering expertise to help Team USA chase its first Olympic gold medal in the event since 1936. The documentary stars Team USA bobsledders Steve Holcomb (2010 Olympic gold medalist, four-man bobsled) and Elana Meyers (2010 Olympic bronze medalist), coaches Brian Shimer (2002 Olympic bronze medalist, four-man bobsled) and Todd Hays (2002 Olympic silver medalist, four-man bobsled), as well as BMW Group DesignworksUSA’s Michael Scully, the lead designer of the bobsled project. Together, they tell the behind-the-scenes story of a three year journey to ensure the caliber of Team USA’s two-man sleds match the talent of its athletes.
“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.”
“Road to Sochi”
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 January 5 on NBC, during the telecast of “Driving on Ice.”
BMW Drive for Team USA
The second advertisement, entitled “The Games,” which will begin airing in select markets nationwide today, will promote BMW’s Drive for Team USA national fundraising campaign, which will be reprised for a third time. “The Games” draws a connection between an athlete’s commitment to the sport they love and BMW’s role in supporting them on their journey. In it, a snowboarder rises early to claim his seat on the first chairlift of the day; a skier finds perfect powder before ski season officially begins; and Team USA bobsledders train in their new BMW two-man bobsled. The common thread throughout is the Ultimate Driving Machine.
Beginning today through February 28, 2014, consumers are invited to visit their local BMW retailer for an opportunity to support the athletes of the U.S. Olympic and Paralympic Teams by test driving any BMW model, including the all-new X5 Sports Activity Vehicle, which is made in the USA. For every participant who test drives a vehicle at the event, BMW will make a donation to Team USA, for a maximum donation of $200,000.
“The Drive for Team USA campaign is a powerful connection point for us with both prospective and current BMW owners,” said Hardy. “Americans are passionate about the athletes of Team USA and are excited to do something tangible to contribute to their journey. For BMW to enable that transaction is a wonderful contribution to our business.”
U.S. Olympic Marketing Campaign
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 January 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.
In early January, BMW will launch its first U.S. Olympic-themed social activation, entitled “Born to Slide,” inviting fans to embrace their love of speed by sharing photos or videos of the various ways they “slide”—whether it be on a sled, skateboard or other vehicle of preference. From January 15 to February 1, 2014, fans can enter by submitting their images on Twitter or Instagram using the hashtag #BMWborntoslide for a chance to win a trip to Park City for the ultimate sliding experience, in a real four-man bobsled.
BMW will interact with U.S. fans throughout the Olympic Winter Games on its Twitter (www.twitter.com/BMWUSA), Instagram (http://instagram.com/bmwusa), YouTube (http://www.youtube.com/user/BMWUSA) and Facebook (www.facebook.com/BMWUSA) channels with stories and information on BMW Performance Team athletes and the BMW two-man bobsled. Fans are encouraged to join the conversation using the #BMWBobsled and #BMWTeamUSA hashtags. Vignettes from “Driving on Ice” will be available to fans at BMW’s YouTube channel beginning January 3.
Athlete Support and U.S. Olympic Sponsorship Activation
For the Sochi 2014 Olympic Winter Games, BMW North America is supporting seven Olympic and Paralympic athletes through the BMW Performance Team U.S., including 2010 Olympian Chris Fogt (bobsled), two-time World Champion Steve Langton (bobsled), 2010 Olympic bronze medalist Elana Meyers (bobsled), two-time Olympic gold medalist Alana Nichols (Paralympic alpine skiing), three-time World Sprint Champion Heather Richardson (speedskating), eight-time World Cup gold medalist Evan Strong (Paralympic snowboarding) and 2010 Olympic gold medalist Curt Tomasevicz (four-man bobsled).
To learn more about BMW’s partnership with the USOC and its four national governing body partners – USBSF, US Speedskating, USA Swimming and USA Track & Field, visit www.bmwusa.com/teamusa and www.bmwusanews.com.—Scott Blazey