you're reading...
Advertising, brand

BMW Preps 2012 Olympics Campaign

BMW North America is preparing its largest-ever national retail and advertising push aligned with its sponsorship of Team USA. The campaigns will include national and local television ads; digital advertising; and a new version of a retail program launched last year to get people to test drive BMW vehicles, a program that also raises money for Olympians. There will also be promotional elements dangling trips to the games.

At retail, BMW is running its second “BMW Drive for Team USA,” which invites consumers to go to BMW dealers to test drive the new 3 Series. For each test drive BMW North America will donate $10 to Team USA, for a maximum donation of $200,000.

The automaker did this program last year as well, but Stacy Morris, who handles marketing and culture communications for the Woodcliff Lake, N.J.-based BMW North America, says this time around the program expands from 277 test drive events last year to over 300 events. The events will include appearances by U.S. Olympic and Paralympic hopefuls, former athletes, and other Olympics personages.

The automaker’s Mini USA division will run a separate program called “Mini Takes the States,” a series of events for Mini enthusiasts benefitting the Paralympic Team.

Morris tells Marketing Daily that BMW North America’s Summer Olympics ad buy on NBC will be the biggest single media buy ever for the company. She explains that the BMW Group corporation is handling worldwide efforts around the games, while BMW North America sponsors Team USA. “The marketing campaign is a significant buy with NBC, as we are the foreign automotive advertiser for the London Games, exclusively.”

Morris says the test-drive program will be supported this year by CRM and direct-marketing efforts to owners and prospects — not TV ads, as was the case last year.

Dan Creed, VP of marketing for BMW of North America, said in a statement that last year the automaker had 20,000 customers participate in the “BMW Drive for Team USA” events, with dealers getting a 23% conversion rate, “yielding the most-ever purchases following a marketing event,” he said.

BMW North America is supporting 11 Olympic and Paralympic athletes and hopefuls, collectively the “BMW Performance Team U.S.” In London this summer, the automaker will have a pavilion above the Waterworks River near the Olympic Stadium and the Aquatics Center. BMW will also have something like 4,000 vehicles including low-emission diesel, hybrid and electric cars, motorcycles and even BMW bicycles at the behest of the London Organizing Committee of the Olympic and Paralympic Games.

via MediaPost Publications BMW Preps 2012 Olympics Campaign 04/19/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Connect on Twitter

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 41 other followers

RSS Daily Consumer Smart Brief

  • An error has occurred; the feed is probably down. Try again later.
%d bloggers like this: