As the Official Mobility Partner of the United States Olympic Committee (USOC), BMW has announced a program called BMW Drive for Team USA.
This is a national drive program that invites consumers to get behind the wheel in support of US Olympic Team and Paralympic Team hopefuls.
The event travels to 276 BMW retailers across America between June 16 to August 13, 2011.
For each participant who test drives a vehicle at one of the BMW Drive for Team USA events, BMW of North America will donate $10 to Team USA, up to a maximum donation of $200,000.
The funds raised will be put towards the training and performance goals of Team USA athletes.
At BMW Drive for Team USA events, participants will have the opportunity to meet athletes and be personally thanked for their support -while fostering excitement for the Olympic Movement. The events also include the opportunity to test drive the all-new BMW 650i Convertible and the full lineup of BMW models, as well as to compare how the Ultimate Driving Machine measures up against the competition.
"At BMW we understand what it takes to deliver high performance and appreciate the extraordinary personal commitment required of elite athletes hoping to compete on the world's stage," said Dan Creed from BMW NA. "BMW Drive for Team USA allows us to do exactly what we have pledged from day one: help raise awareness and additional funds for the Olympic Movement, especially in non-Olympic years."
Event participants will also have the opportunity to cast their vote to select one of the members of the BMW Performance Team, an elite team of Olympic and Paralympic athletes who hope to compete at the London 2012 Olympic Games. Henry Cejudo (wrestling), Ursula Grobler (rowing) and Evelyn Stevens (cycling) are the athletes contending for the remaining spot. A complete roster of BMW Performance Team athletes will be announced this summer.
In support of the BMW Drive for Team USA national drive program, BMW has also launched an Olympic-themed integrated marketing campaign inclusive of radio, print, out-of-home and digital advertising as well as a national television commercial.
Debuted in local markets in early June and airing on network cable beginning June 13, the commercial "Runners" features Olympic track & field athletes and hopefuls Jeremy Wariner, Shawn Crawford, Sanya Richards-Ross and Me'Lisa Barber will encourage viewers to lend their support to Team USA by participating in local BMW Drive for Team USA events.
Taking inspiration from holographic technology, each runner appears as a different color of the Olympic rings while running alongside black BMW vehicles. A soundtrack by Daft Punk helps to create a sense of dynamic energy and performance.