The value of an Olympic sponsorship is gold. But what happens when a sponsor applies its automotive expertise to help athletes fire on all cylinders? To elevate its brand and showcase its commitment to automotive engineering, BMW brought its vehicle technology to athletes to help them train more effectively and maximize their own aerodynamics and velocity for improved timing and performance. Through this “technology transfer,” BMW is helping long jumpers jump farther and swimmers kick smarter.

Equating an athlete’s body with vehicle aerodynamics, BMW’s engineers developed customized training tools that target specific moments when medals are won and lost. A BMW camera system, for example, provided immediate images and calculations of three key parameters in the execution of a long jump – horizontal velocity, vertical velocity and take-off angle – to help cut tiny fractions off crucial seconds. Athletes and coaches now have instant performance playback data, eliminating the norm of waiting days for manual calculations. By then, the athlete’s memory was cold; the feedback stale.

BMW employed a storytelling campaign that gave media behind-the-scenes access to the tools being used at Olympic training facilities and BMW labs, and hosted a nationwide fundraising drive campaign to engage with consumers, providing first access to gold-winning athletes at the 2012 London Games.

BMW delivered breakthrough tools that will permanently change the way athletes train and perform. It reached millions of target car buyers during the campaign and converted one in four attendees of Drive for Team USA events into BMW owners.

Activation included:

New York Launch. Unveiled BMW’s “technology transfer” commitment and Performance Team at one-year-out press event.

Technology Stories. Media tours at BMW lab and Olympic Training Centers during development process with BMW engineers and Olympians.

Product Launch Showcase. Promoted vehicle-to-athlete connection to writers at vehicle launches to differentiate BMW technology, engage them in campaign.

Performance Team Features. Interviews on performance journey and BMW technology contributions.

Social Media. BMW social channels reskinned for the Olympics, athlete mantra videos and content developed to engage consumers.

100-Days-Out Media Tour. BMW CEO with athletes discussed BMW’s contributions; USOC’s Times Square event presence.

BMW Drive for Team USA Fundraisers. At dealerships nationwide, consumers met Olympians and test-drove BMWs; per drive, BMW donated $10 to Team USA.

2012 London Olympic Games. Offered BMW CEO interviews, athlete training features, first access to BMW Performance Team athletes. Promoted brand activations such as “Mini MINIs” and Olympic Fleet.

BMW created a lasting impact on Team USA. Coaches and athletes are today using training tools BMW engineers developed at official Olympic Training Centers to help the next generation of champions become the Ultimate Swimming, Jumping and Running Machines.

By the closing ceremonies in London, 782 million people had heard or seen BMW’s dedication to performance through its Olympic partnership. Top-tier media including The Wall Street Journal, USA Today, Associated Press, Bloomberg Television, CNN, CNBC, Good Morning America, Fox News, ESPN the Magazine, Yahoo! Sports and Vanity Fair wrote a total of 260 stories featuring BMW’s performance narrative.

BMW Drive for Team USA became the sales event with the highest conversion rate in BMW history, with one in every four attendees purchasing a BMW.