The London Games Opening Ceremony is 100 days away, and several companies are marking the occasion by touting their upcoming campaigns.
BMW: USOC sponsor BMW has launched a national fundraising campaign called BMW Drive for Team USA that invites consumers to retailers to test drive one of five different BMW 3 Series models. For every participant who test drives a vehicle at the event, BMW will donate $10 to Team USA, for a maximum donation of $200,000. BMW North America is also launching an integrated marketing campaign around the London Olympics and Paralympics for its roster of 11 athletes that make up the BMW Performance Team U.S. (BMW).
| BMW PERFORMANCE TEAM U.S. |
| Ricky Berens | Swimming |
| Matt Chrabot | Triathlon |
| Bryan Clay | Track & Field |
| Natalie Coughlin | Swimming |
| Janet Evans | Swimming |
| April Holmes | Paralympic Track & Field |
| Jonathan Horton | Gymnastics |
| Clay Johson | Sailing |
| Sanya Richards-Ross | Track & Field |
| Evelyn Stevens | Cycling |
| Mallory Wegemann | Paralympic Swimming |
KELLOGG: Kellogg Co. today unveiled a campaign that focuses on how U.S. Olympic athletes get their starts. At the USOC sponsor's dedicated Olympic site, consumers can watch a series of "Start Story" videos featuring Kellogg's U.S. Olympic endorsers: table tennis player Michael Landers, long jumper Dwight Phillips, swimmer Rebecca Soni, track & field Paralympian Casey Tibbs, soccer player Juan Agudelo, beach volleyball player Kerri Walsh and gymnast Jordyn Wieber (
Kellogg Co.).
OAKLEY: USOC sponsor Oakley last night launched its Beyond Reason campaign with U.S. decathlete Bryan Clay and artist Natalie Frank premiering a specially-commissioned art piece. Oakley in its campaign will partner its roster of Olympic endorsers with artists from around the world. In addition to Clay, the brand also sponsors Walsh, U.S. sprinter Lolo Jones, British cyclist Mark Cavendish, South African sprinter Oscar Pistorius, Australian cyclist Cadel Evans and Spanish triathlete Javier Gomez (
Oakley).
COCA-COLA: MEDIAPOST’s David Goetzl reported IOC TOP sponsor Coca-Cola is "heating up its marketing efforts for this summer’s Olympics, versus its reach four years ago.” In advance of London, the company will “expand its initiatives to nearly 100 markets, up from 36" during the '08 Beijing Games. Coca-Cola CEO Muhtar Kent said efforts will focus heavily on “recruiting teens by tapping into emotional passion points like sports and music.” He added platforms will broadly involve “leveraging content, experiences and conversations” and that social media “will play a part” (MEDIAPOST.com, 4/17).
HEINEKEN: MARKETING magazine’s Gemma Charles noted Heineken will “focus on responsible drinking as part of its Olympics sponsorship activity.” The brand this week unveiled “Holland Heineken House” as the “official hub for the Netherlands Olympic Committee at Alexandra Palace in North London.” Heineken Global Activation Manager Hans Erik Tuijt said that the brewer “will draw back from running marketing activity around family events and focus on sports with links to drinking occasions” (MARKETINGMAGAZINE.co.uk, 4/17).
