For BMW, they want to provide the best car with the best performance. The one thing the brand struggles with, is setting themselves apart from other automotive brands. For their campaign, “Driving on Ice”, to be successful, BMW would like to see an increase in sales, brand recall, and increased social presence. In order to meet these objectives, BMW wanted to help Olympic athletes perform better and tell their encouraging stories. They want to reach their audience (not stated) at an emotional level. They would like to get 3 main points across; BMW of North America is an American car company and employer, they are committed to the future of mobility, and their design, technology, and engineering expertise delivers superior performance.
BMW’s idea was to show commitment to helping athlete perform at their best by using their engineering expertise to the 2-man bobsled team to hopefully help them win. They did not just want to act as a sponsor and put Olympic rings in one of their commercials (very cool). As for their paid media and leading up to the Sochi Olympic Games in 2014, BMW created a documentary called “Driving on Ice”. They told the story of helping the 2-man USA bobsled team break their 62-year losing streak at the Olympics. The campaign premiered on NBC and included four short films, a promotional trailer, retail activations, and fundraising.
As a result of their documentary, USA bobsled fans could interact with BMW throughout the games by using the hastags, #BMWBobsled and #BMWTeamUSA. BMW also promoted its U.S Olympic activation with digital advertisements appearing on NBCOlympics.com.
As a result of this campaign, BMW auto sales increased 120% during its like campaign window (Jan ’14 – Feb ’14). Also, brand awareness increased 1.4% and brand recall increased 56%. “Driving on Ice” became a groundbreaking film. It was eventually aired on multiple television channels. Additionally, the 62-losing streak for the USA 2-man bobsled team had finally been broken.
By: Kourtney Muller
Source: WARC
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