BMW was a London 2012 Partner but had no marketing rights to the London 2012 Olympic Torch Relay. How could BMW leverage the national marketing opportunity created by the Torch Relay?
We leveraged UK communities’ excitement about the Torch arriving in their area by touring a convoy of three custom-liveried Golden BMWs around the Torch Relay route a day ahead of the official Relay. Alongside, we created an integrated social, PR and experiential campaign aligned with BMW retailers, including inviting people to ‘Spot, Snap and Share’ on social media their photos of the Golden BMWs to win London 2012 tickets.
We re-imagined the possibilities of Olympic Torch Relay marketing by owning the 24 hours before the Torch arrived. Making the cars the star was equally critical: turning the BMWs gold created Olympic relevance, social media buzz and media appeal, and ensured that BMW was indivisible from the story. The campaign reached over 20 million consumers, inspired almost 50,000 visits to BMW retailers, and increased BMW UK’s Facebook community by 15%.