Welcome!

News Feed Item

BMW Debuts BMW i Brand Campaign During NBC's Broadcast of the Sochi 2014 Olympic Winter Games

First-Ever U.S. Television Commercials for BMW i to Begin Airing on February 7.

WOODCLIFF LAKE, N.J., Feb. 7, 2014 /PRNewswire/ -- BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), will tune into the Opening Ceremony of the Sochi 2014 Olympic Winter Games tonight at 7:30pm ET on NBC, which is expected to be one of the most-watched television events of 2014.  During NBC's broadcast of the event, BMW is officially launching the brand campaign for the revolutionary BMW i brand with its largest media investment of the year.  BMW purchased NBC's foreign automotive advertising category during their broadcast of Sochi 2014 and will be debuting three new BMW i spots including "Hello Future," a BMW i brand spot; "SHHH," featuring the BMW i3; and "Sightings," featuring the BMW i8.  BMW i will also begin airing digital shorts starting on Feb. 7 throughout the Games appearing at NBCOlympics.com.

BMW i is a comprehensive and ground-breaking concept for sustainable mobility and represents visionary electric vehicles including the BMW i3, the first all-electric vehicle made primarily of carbon fiber and the BMW i8, a plug-in hybrid, high-performance electric vehicle. The BMW i3 and BMW i8 go on-sale in the U.S. in the second quarter of 2014.

"It is a rare and exciting opportunity to launch a new brand and for BMW i, one that requires a world-stage," said Trudy Hardy, Vice President, Marketing, BMW of North America. "We look forward to making a bold statement about the future of sustainable mobility."

During the Opening Ceremony, the first-ever U.S. television commercial for BMW i, "Hello Future," will debut.  Using the words from 50 years ago of inventor, futurist and author of 2001: A Space Odyssey, Sir Arthur C. Clarke, "Hello Future" offers the arrival of BMW i as proof that the future is as fantastic as he predicted.  Additional television spots for BMW i debuting during the NBC Sochi 2014 broadcast include "Sightings" and "SHHH." "Sightings" follows a variety of people trying to describe something they have never seen before; something remarkable and other-worldly. They are in fact trying to describe their sighting of the futuristic BMW i8, featuring an intelligent plug-in hybrid system that can reach speeds of up to 155 mph. "SHHH," featuring actress Olivia Crocicchia ("Rescue Me"), follows a boy who sneaks out in his dad's quiet and all-electric BMW i3 as he tries to impress his dream-girl with the ultimate joyride.  In the end, the joyride helps him win the girl, though the boy is caught only when his dad is notified through the BMW i Remote App, which allows drivers to share information with their vehicle via their smartphone, that his BMW i3 has been plugged back in to charge.

BMW i digital shorts debuting during the Games at NBCOlympics.com include "Cop," which  features a man having so much fun driving his all-electric BMW i3 that, in the end, he doesn't mind getting pulled over by a cop.  Additional digital shorts include "Reasons," highlighting that above all, the main reason to drive the all-electric BMW i3 is that it is fun; "Expect," which reveals the BMW i8 is a plug-in hybrid and goes from 0-60 mph  in 4.4 seconds; and "0 MPG," highlighting the efficiency of the 0 mpg, all-electric BMW i3.

As part of BMW's media buy leading up to and during NBC's broadcast of the Sochi 2014 Olympic Winter Games, the company will also be featuring new television and digital spots for the following vehicles:

  • BMW X5:  A new BMW X5 spot will debut during the broadcast. "Respect" finds the all-new BMW X5 Sports Activity Vehicle on a journey where every obstacle it encounters along the way stops, out of respect for its commanding grace, beauty and power. 
  • BMW 2 Series:  "Torch" features the first-ever BMW 2 Series.  In the spot, the legendary 1968 BMW 2002 passes the flame to the first-ever BMW 2 Series, ushering in a new generation of driving.

The NBC media buy during Sochi 2014 will enhance an already comprehensive activation of BMW's sponsorship, which includes a series of U.S. Olympic-themed advertisements, consumer and retail activations, social and digital media executions and a national drive campaign to benefit Team USA.  In addition, BMW released "Driving on Ice," a documentary on BMW's complete redesign of the U.S. two-man bobsled that aired on Jan. 5 on NBC. "Driving on Ice" can now be viewed at BMW retail locations nationwide.

Engaging U.S. Olympic Fans
BMW will reprise its popular BMW Drive for Team USA national fundraising campaign for a third time this year as it invites consumers to visit their local BMW retailer for an opportunity to support the athletes of the U.S. Olympic and Paralympic Teams. Through Feb. 28, 2014, BMW will make a $10 donation to Team USA for every consumer who test drives any BMW model, including the all-new X5 Sports Activity Vehicle, which is made in the USA.

BMW has also launched Team USA themed social activations including the "BMW Bobsled Time Tracker" that will run from Feb. 6Feb. 15, 2014.  Fans can predict the finish time of the U.S. two-man Bobsled's first runs on Feb 16. One winner and their guest will get the Ultimate Bobsled Experience in Park City, Utah; including round-trip airfare, a two-night hotel stay and ride in a real four-man bobsled. For more information on how to enter, visit www.BMWTimeTracker.com.

Athlete Support and U.S. Olympic Sponsorship Activation
As part of its commitment to Team USA, BMW is applying its resources and technologies to advance the training and performance goals of Team USA athletes and hopefuls. After more than two years in development, BMW collaborated with the USA Bobsled and Skeleton Federation to completely redesign the two-man bobsled for use by the athletes of Team USA. In Oct. 2013, a fleet of six new BMW U.S. two-man bobsleds were delivered to Team USA with hopes of aiding its pursuit to recapture Olympic gold for the first time in the two-man bobsled event since 1936.

For the Sochi 2014 Olympic and Paralympic Winter Games, BMW of North America is also supporting seven U.S. 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, U.S. Speedskating, USA Swimming and USA Track & Field – visit www.bmwusa.com/teamusa and www.bmwusanews.com.

Kirshenbaum Bond Senecal + Partners is responsible for BMW of North America television and digital advertising along with social media activations, UM is responsible for media buying 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.

SOURCE BMW of North America

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes how...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2017 New York. The 20th Cloud Expo and 7th @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Internet to enable us all to im...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
"We are the public cloud providers. We are currently providing 50% of the resources they need for doing e-commerce business in China and we are hosting about 60% of mobile gaming in China," explained Yi Zheng, CPO and VP of Engineering at CDS Global Cloud, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
Complete Internet of Things (IoT) embedded device security is not just about the device but involves the entire product’s identity, data and control integrity, and services traversing the cloud. A device can no longer be looked at as an island; it is a part of a system. In fact, given the cross-domain interactions enabled by IoT it could be a part of many systems. Also, depending on where the device is deployed, for example, in the office building versus a factory floor or oil field, security ha...
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
"Qosmos has launched L7Viewer, a network traffic analysis tool, so it analyzes all the traffic between the virtual machine and the data center and the virtual machine and the external world," stated Sebastien Synold, Product Line Manager at Qosmos, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...