BMW Cheers for Victory: New Olympic Campaign #BMWTeamUSA
Debuted during NBC’s broadcast of the Opening Ceremony of the London 2012 Olympic Games, the new BMW 3 Series xDrive – Victory ad celebrates America athletes, illustrating the unique symmetry between two benchmarks of sport performance: the BMW 3 Series and the athletes of the BMW Performance Team.
The full version of the ad – a 60-second spot – features 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). Featured below, a shortened 31 second spot, that draws parallels between the speed, efficiency and traction of an athlete to that of a vehicle.
In addition to commercial spots, BMW’s marketing campaign also includes digital advertising and social media campaigns. This is the largest media investment by BMW of North America in company history. Fans can follow BMW’s efforts on Facebook (www.facebook.com/BMWUSA), YouTube (www.youtube.com/BMWUSA) and Twitter (www.twitter.com/BMWUSA), as well as on local television channels. These offer various opportunities for fans to interact with the brand, to learn more about the athletes and what drives them, and to watch the latest commercials. Fans who want to join the conversation are invited to use hashtag #BMWTeamUSA.
Among the PR firms that BMW has worked with are Coyne PR, FleishmanHilliard, Rubenstein Communications & Kwittken.