Audiences in the US now have an ever-increasing number of entertainment choices at their fingertips. Perhaps as a direct result, they are growing ever more selective. So, while there are few restrictions or regulations on Branded Entertainment in the US, the viewing public demands truly riveting content. As interruptive marketing continues to decline in effectiveness, Branded Entertainment has transitioned from an ancillary tactic into a sophisticated, highly strategic marketing discipline. Cross-platform opportunities allow audiences to become engaged and share events and enthusiasm in ways never before possible. BMW has long recognized this, as one of the pioneer proponents of combining brand truths with stories that offer genuinely compelling content to the viewers. Not only is the BMW sponsorship proudly disclosed, it is intrinsic to the power of the narrative.

In the quest for Olympic glory, Team USA hadn't won a single medal in men’s two-man bobsled since 1952. BMW spent two years applying the expertise that it uses to build superior cars into creating an entirely reinvented

better-and-faster bobsled.

A multi-platform campaign centered on a gripping documentary that made its debut in the US on NBC in pre-Olympic-programming. The campaign also included four short-films focusing on essential components of the mission. A promotional trailer, consumer and retail activations and an in-dealership consumer test-drive campaign to raise money for Team USA created more public involvement.

To heighten engagement leading up to the Super Bowl, BMW turned to celebrated sportscaster Dan Patrick, who incorporated the innovative sled into his popular program. This partnership featured customized segments, live-tweets/video-clips and on-air mentions. As excitement about Sochi grew, BMW was there, helping the team on their hard-fought, emotional journey--and ultimate Olympic victory.

Our 22-minute documentary, Driving On Ice, drew more than 1 million viewers in its first airing. Viewership multiplied as it continued to be seen on NBC, NBC Sports, and Universal Sports. The campaign was further escalated via digital and Video-on-Demand platforms, including NBC, NBCOlympics.com, and YouTube.

Just like the Men’s and Women’s Two-Man Bobsled teams, the campaign was a performance success. In fact, the social component alone garnered more than 1 billion impressions to date.

Beyond paid-for results, the campaign received accolades from major press outlets including The New York Times, ESPN, Forbes, The Los Angeles Times, Huffington Post, and global media. This generated goodwill and potentially affluent viewership for BMW. Brandchannel praised BMW for returning to its roots as an innovator in branded content.

The New York Times said Driving on Ice, “has the narrative arc and tone of an independent documentary," while Brandchannel called it, “A groundbreaking branded entertainment program.”

Most importantly, BMW USA’s partnership played a major role in helping US athletes to once again mount the Olympic podium. As the US teams in both Men’s and Women’s events accepted their medals, they were restoring a global heritage that had been lost for 62 years.