“Driving on Ice,” a Film About BMW’s Redesign of the Team
USA Two-man Bobsled, to Air This Sunday on NBC.
Woodcliff Lake, NJ – January 3, 2013… 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, Jan. 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 & 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 Jan. 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 Feb. 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 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.
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 Jan. 15 – Feb. 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 Jan. 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 – visitwww.bmwusa.com/teamusa and www.bmwusanews.com.
Kirshenbaum Bond Senecal + Partners is responsible for BMW
North America television and digital advertising along with social media
activations, UM is responsible for media duties and UM Studios is credited with
the production of the “Driving on Ice” documentary, along with Stun Creative.
Octagon develops and manages all U.S. Olympic partnership and athlete
relations.
BMW Group In America
BMW of North America, LLC has been present in the United
States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing
vehicles in 2003. The BMW Group in the United States has grown to include
marketing, sales, and financial service organizations for the BMW brand of
motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce
brand of Motor Cars; DesignworksUSA, a strategic design consultancy in
California; a technology office in Silicon Valley and various other operations
throughout the country. BMW Manufacturing Co., LLC in South Carolina is
part of BMW Group’s global manufacturing network and is the exclusive
manufacturing plant for all X5 and X3 Sports Activity Vehicles and X6 Sports
Activity Coupes. The BMW Group sales organization is represented in the
U.S. through networks of 338 BMW passenger car and BMW Sports Activity Vehicle
centers, 139 BMW motorcycle retailers, 119 MINI passenger car dealers, and 34
Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales
headquarters for North America, is located in Woodcliff Lake, New Jersey.
About the USOC
The United States Olympic Committee (USOC) is recognized by
the International Olympic Committee as the sole entity in the United States
whose mission involves training, entering and underwriting the full expenses
for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan
American Games. In addition to being the steward of the U.S. Olympic
Movement, the USOC is the moving force for support of sports in the United
States that are on the program of the Olympic, Paralympic, Pan American and
Parapan American Games. For more information, please visit www.teamusa.org.
Journalist note: Information about BMW Group and its
products in the USA is available to journalists online at www.bmwusanews.com and www.press.bmwna.com.
