BMW Ties Test Drives to Susan G. Komen Nonprofit - Event Marketer

BMW Ties Test Drives to Susan G. Komen Nonprofit

DB_BMW_2007 Ex
Brand: BMW
Agency: OCTAGON
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2007

BMW has enjoyed a longstanding partnership with Susan G. Komen for the Cure (the nonprofit formerly known as the Susan G. Komen Breast Cancer Foundation)—2006 was the sponsorship’s 10th anniversary, and the effort had raised $9 million through its first nine years. The hook has always been simple: For every test mile driven, BMW contributes one dollar to the cause.

In 2006, BMW decided it would raise another $1 million for SGK from early March through October, under the banner of “10 Years, 10 Million Miles, 10 Million Dollars,” a theme that was inscribed on every vehicle used in the initiative.

Two fleets, each comprised of 18 specially marked BMWs, traversed the country spending one day at each participating dealership. Nearly 90 percent of dealers participated. A concerted p.r. effort helped drive awareness, and p.o.s. materials were displayed in the dealerships. Local Komen volunteers conducted outreach to their constituents, including contributors, breast cancer survivors and their families, healthcare professionals and community leaders.

Consumers could reserve their slot through a toll-free number, a BMW web site or simply by walking into a dealership. Beyond the $1-per-mile offer, several BMW
dealers pledged donations to match all or a percentage of the money raised at their events. And, to let participants feel even more a part of the effort, BMW let all test-drivers sign their names on one of the vehicles traveling with the tour.

Not only was BMW’s donation goal met, but the company approached a cumulative total of 300,000 test-drive participants in 240 markets over the 10 years.

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