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
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Qosmos has announced new milestones in the detection of encrypted traffic and in protocol signature coverage. Qosmos latest software can accurately classify traffic encrypted with SSL/TLS (e.g., Google, Facebook, WhatsApp), P2P traffic (e.g., BitTorrent, MuTorrent, Vuze), and Skype, while preserving the privacy of communication content. These new classification techniques mean that traffic optimization, policy enforcement, and user experience are largely unaffected by encryption. In respect wit...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, wil...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
SYS-CON Events announced today that Adobe has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of co...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.