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BMW
Driving on Ice

RAN IN: United States

CLIENT
BMW of North America

Trudy Hardy, VP, Marketing
Tom Penich, Media Communications Manager

AGENCY
Universal McCann *Lead Agency

Scott Donaton, Executive Producer/ Chief Content Officer
Dan Fried, Executive Producer/ Partner
Lindsay Murtagh, SVP, Client Business Partner
Justin Wroe, SVP, Global Managing Partner


Stun Creative *Lead Agency

Mark Feldstein, Executive Producer
Brad Roth, Executive Producer


Octagon

Emily Gardner, Acct. Director


SUMMARY

As an official sponsor, BMW could have simply put Olympic rings into its ads, but the automaker wanted to participate more meaningfully; it wanted to help athletes perform better and to share their inspiring stories with the world. A documentary, Driving on Ice, told the story of the US Bobsled teams 62-year quest for a medal and how BMW used its design and engineering expertise to build a better bobsled. It aired on NBC as the centerpiece of a campaign that included webisodes, social extensions, dealer events, and national TV.

CASE STUDY

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CASE VIDEO


Hero Medium: Branded Content

Audience: Other

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English