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BMW was one of the biggest corporate supporters of the 2012 London Olympics, earning the right to be its official car sponsor. But it wasn't just ponying up a few dozen 7 Series for the IOC that got it this plum gig. BMW made a commitment to meet specific CO2 emissions targets for the vehicles it provided.

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There were requests from all around to see video of the electric "Mini MINI" radio-controlled cars that are being used to retrieve javelins, hammers, shots and discus' (disci?) at the London Olympics, and here it is.

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We can't help but cringe at the notion of 'product integration' efforts most of the time, particularly when it comes to movies and sports. That's because as often as not, the placement efforts seem contrived. And while the notion of using a Mini Cooper to retrieve thrown javelins, hammers, shot and discuses at the London Olympics might not seem like the world's most natural pairing, we can't ignore the inherent cheek and charm in using radio-controlled cars for an otherwise unremarkable chore.

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The British have a unique sense of humor – think Monty Python and Benny Hill – and there's no reason that the 2012 Olympics shouldn't be cause for celebrating it.

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Is hydrogen a dangerous substance? It is, during the London Olympics, at least. That's why the fleet of five H2 buses that usually carries passengers between Covent Garden and Tower Gateway have been sent out to pasture for the duration of the games. Standard diesel buses will replace them.

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BMW may have dibs on being the "Official Automotive Partner to the London 2012 Olympic and Paralympic Games," but that doesn't mean there aren't other automotive-related promotional opportunities to be had at the games. Exhibit A: BP's new "Wayne Helix" fuel dispenser.

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Has the Mini Rocketman concept really burned up like a fuse up there alone? Don't count it as grounded just yet, because while the last we heard BMW had canned the idea of producing the miniest of neo-Minis, it has given the original concept car a new lease on life.

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Mini is gearing up for the Olympics in a big way. The company has released a short film featuring a gaggle of former gold medalists, including Daley Thompson, James Cracknell, Jonathan Edwards and Matthew Pinsent. Thompson plays the ringleader of an elite driving squad sent to retrieve a set of gold medals pilfered by none other than supermodel Jodie Kidd. In the film, Kidd sets to tearing through London on a supermoto, pursued by three London 2012 Edition Mini Cooper models. The scenes feature

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Sponsoring most events is pretty straightforward for any company: fork over the right sum of cash and you're the new official automaker/timekeeper/jelly donut of whatever the event is. But for BMW, its status as Official Automotive Partner of the London 2012 Olympic and Paralympic Games is a bit more complicated.

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In between bouts of Olympic games, the official torch that traditionally kicks off the opening ceremonies makes the long journey by a relay of runners to the host site. And you can bet that over the course of years, it has passed through some tricky environmental conditions. But is it ready to endure the unpredictability of British weather?

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We couldn't fault you if it came as no great surprise that BMW was the main automotive sponsor of this summer's Olympic games in London. The Bavarian automaker has, after all, done its homework to promote the partnership, launching special edition 1 and 3 Series, a pair of special edition Minis, a commercial using the new M5, and a video series profiling specific athletes, all to highlight the point. But the biggest way BMW will be participating in the event is with the massive fleet of vehicles

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We couldn't fault you if it came as no great surprise that BMW was the main automotive sponsor of this summer's Olympic games in London. The Bavarian automaker has, after all, done its homework to promote the partnership, launching special edition 1 and 3 Series, a pair of special edition Minis, a commercial using the new M5, and a video series profiling specific athletes, all to highlight the point. But the biggest way BMW will be participating in the event is with the massive fleet of vehicles

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BMW has again put filmmakers behind the lens to add some entertainment to the corporate cause, and the results are worth watching. BMW is the official transport provider of the London 2012 Olympics and Paralympics, so its got four directors to profile four British Olympians, tying their stories to BMW's quest for perfection.

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With the Olympic Games coming up this spring, BMW is keen to leverage its sponsorship. And since they're taking place in London, England, the German automaker wouldn't miss the opportunity to include its more youthful, retro British subsidiary. And so it has released today not one, but two new special editions of the classic Mini hardtop hatchback, both named after London neighborhoods.

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The problem when a bunch of bigwigs want to do something good for the environment is that they won't stop being bigwigs in order to do it. Getting a lot of VIPs together means a lot of private jets and limousines, and next thing you know, you've got a situation like the 2009 climate change conference in Copenhagen, when it only took a few days for 15,000 delegates to create as much filth as the town of Middlesbrough's 142,500 inhabitants.

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There are many number of ways you can support your country's athletes heading into the Olympics. You could watch them on television. You could follow them to the site and get tickets for your favorite events. You could buy and wear some official team apparel. But if you're BMW, none of that will do. No, you're going to do some hooning. Something that involves, say, pulling donuts on the beach in a twin-turbo super-sedan.

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Mirroring California Governor Arnold Schwarzenegger's dream of a "hydrogen highway," London officials have announced their plans to construct a network of hydrogen filling stations in time for the 2012 Olympic games. The H2 filling stations will service a fleet of about 150 hydrogen fuel cell vehicles-including 50 taxis, eight buses and 50 cars and vans that will be used by municipal services including Metro Police and the London Fire Brigade.

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Last year during the Olympic Games in Beijing, Chinese automakers (and Germany's MINI) took advantage of their brief opportunity on the world stage to show off some of their latest fuel efficient vehicles. Now that London has been awarded the Games of the XXX Olympiad in 2012, European automakers are probably considering how to put their best feet tires forward when the whole world starts watching. At least one automaker, the Renault/Nissan conglomerate, has already been in talks with Boris John

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