Tuesday, February 25, 2014
Best U.S. Publicity BMW Could Ever Hope for!
What would a car manufacturer pay for headlines like this: Sochi Olympics 2014: BMW Helps USA Bobsled Win First Medal in 62 Years? It's impressive that BMW chose the U.S. Olympic bobsled team for its biggest marketing investment.
BMW didn't just throw money at the U.S. team; as part of its sponsorship, they got an opportunity to show how they can apply its technology and knowledge of car aerodynamics to redesign the bobsleds used by the U.S. men's and women's teams. They altered the shape of the traditional bobsled, made it smaller and used lightweight carbon fiber. Because the sled they designed was so light, BMW had to add about 100 pounds of lead to meet Olympic requirements. However, just like in race cars, that weight could now be redistributed to where it helped dynamics most.
It's remarkable for a German-owned company to provide this level of support for the U.S Olympic team. It's the best publicity BMW could ever hope for!