With the Summer Olympics approaching, BMW has already offered details on its plans as official automotive sponsor for the event.
Besides the fact that the company will transport athletes, VIPs and officials with its fleet of 4,000 diesel, hybrid and EVs, BMW has also prepared an unprecedented TV advertising campaign for the brand. BMW and NBC signed an agreement according to which the auto maker will be the only import-brand automotive advertiser during the games’ TV broadcasts.
“Our media spending during the Summer Games is the largest buy in BMW of North America history,” said Dan Creed, vice president of marketing.
He did not disclose the amount but said that the brand’s commercials will focus on the new Gran Coupe four-door and the redesigned 3-series and 6-series models. NBC estimates that during the London games, which last from July 27th until August 12th, there will be almost 26 million viewers a night.
BMW has also offered its technical resources so that the US athletes can measure and boost their performance. In 2011 BMW dealerships in the US were offered a driving event called “BMW Drive for Team USA”, where 20,000 consumers tested BMW vehicles. Each customer donated $10 for each test drive, totaling $200,000 for the U.S. Olympic team.