BMW finds creative way to market its Mini inside Olympic stadium

BMW has worked a mini version of its Mini into the Olympic competition. BMW PHOTO

The inside of Olympic venues are supposed to be clean, void of any marketing and advertising. For years, the only sponsor to get exposure was official timekeeper Omega.

But BMW has found a way to join that shortlist.

The automaker, the official automotive partner of London 2012, developed miniature, radio-controlled versions of its Mini that cruise around during track and field, retrieving shot puts, javelins, discuses and hammers, and returning them to the throwing area.

The battery-powered car can carry a hammer, discus, shot put or two javelins. BMW PHOTO

It’s the second time this Olympics that BMW has integrated its product into an event. The company also had a Mini drive into the opening ceremony on the first night of the Games.

The miniature cars are a quarter the size of a regular Mini and they were made in Oxford, England. They can carry a single hammer, discus, shot put or two javelins.

BMW says that the miniature Minis working track and field this week will cover 6,500 yards a day. Each one is battery powered and can operate continuously for 35 minutes.