Campaign: Drive for Team USA
Nonprofit Partner: Team USA
Launch Date: February 7, 2014
As part of its huge Olympic media sponsorship this year, BMW will reprise its BMW Drive for Team USA cause marketing effort by inviting consumers to test drive any BMW model to unlock a $10 donation to Team USA, up to $200,000.
BMW’s Olympic presence is the car maker’s “largest media investment of the year” focused primarily on launching the new BMW i brand. This is the third year that ‘Drive for Team USA’ has been rolled out to consumers but the $200,000 cap is not well publicized and seems minor in comparison to the overall Olympic activation. However, the campaign nicely supplements the overall messaging of new and existing products by incentivizing consumers to test drive a BMW vehicle.