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
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle.
Providing the needed data for application development and testing is a huge headache for most organizations. The problems are often the same across companies - speed, quality, cost, and control. Provisioning data can take days or weeks, every time a refresh is required. Using dummy data leads to quality problems. Creating physical copies of large data sets and sending them to distributed teams of developers eats up expensive storage and bandwidth resources. And, all of these copies proliferating...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, will posit that disruption is inevitable for c...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...