Olympic Spirit Revs Up Sales for BMW
Even for the ultimate driving machine, it isn’t easy to stand out in the luxury automobile segment. And owner retention can be a particular challenge in a market full of worthy competitors. To show how its cars stack up against those rival manufacturers, BMW invited its existing owners to test-drive its 6 Series cars as well as competitors’ models. It pulled in assets from its partnership with the U.S. Olympic Committee to create an integrated marketing campaign that included a promotional kit for dealers and print and web invites—offering to donate $10 to Team USA in that consumer’s name if they participated.
Invites also included a QR code that, when scanned, activated a video featuring three Olympic athletes echoing the invitation. On event day, guests were greeted with a branded Olympic experience. Former, current or future Olympians were on hand to speak with guests, talk up BMW’s Olympic partnership and pose for photos. Guests also received an offer for $1,000 off a vehicle purchase. A few weeks after the event, those who bought vehicles received a personal phone call from an Olympian thanking them for their purchase and their donation to Team USA.
Besides bringing the sponsorship to life in a non-Olympic year, the campaign engaged more than 20,000 consumers and resulted in a 22 percent conversion rate within six months.