BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), recently announced its U.S. Olympic marketing campaign for the Sochi 2014 Olympic Winter Games which includes a series of Olympic-themed advertisements, consumer and retail activations, social and digital media executions, and a national drive campaign to benefit Team USA. In addition, a documentary on BMW’s complete redesign of the U.S. two-man bobsled entitled Driving on Ice aired Sunday, Jan. 5 at 12:30 p.m. EST/11:30 a.m. CST on NBC.
Driving on Ice chronicles BMW’s collaboration with the USA Bobsled & Skeleton Federation (USBSF) to deliver a fleet of six new two-man bobsleds, applying the automaker’s world-class design and engineering expertise to help Team USA chase its first Olympic gold medal in the event since 1936. The documentary stars Team USA bobsledders Steve Holcomb (2010 Olympic gold medalist, four-man bobsled) and Elana Meyers (2010 Olympic bronze medalist), coaches Brian Shimer (2002 Olympic bronze medalist, four-man bobsled) and Todd Hays (2002 Olympic silver medalist, four-man bobsled), as well as BMW Group Designworks USA’s Michael Scully, the lead designer of the bobsled project. Together, they tell the behind-the-scenes story of a three year journey to ensure the caliber of Team USA’s two-man sleds match the talent of its athletes.
“To say the bobsled has been a passion project for BMW is an understatement, and seeing this true collaborative effort captured in a documentary is remarkable,” said Trudy Hardy, Vice President, Marketing, BMW of North America. “After years of hard work, it’s very rewarding to be able to share the journey with the fans of Team USA.”