BMW is designing a new two-man bobsled for Team USA for use in the 2014 Winter Olympic Games. The automaker is partnering with the USA Bobsled and Skeleton Federation to redesign the sled that's been in use for the past 20 years by leveraging BMW expertise in lightweight materials, aerodynamics and chassis dynamics. While the US has repeatedly taken the top spot on the podium in the four-man event, that honor hasn't fallen to the two-man team since 1936.
In a sense, the Olympic games have always been a celebration of mobility. For years, athletes have trained in hopes of extending their mobile capabilities--weather it be running faster or jumping farther. But, in modern times, transporting all those athletes and their teams around an Olympic host city is an extraordinary achievement unto itself. As an Olympic sponsor, BMW hoped to meet the transporation needs of the London 2012 Olympics in a more efficient manner than ever before.
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.
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.
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.
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?
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.
They won't make you ski, skate or snowboard with any additional talent or zest, but the "official" Olympic-branded vehicles used during the 2010 Winter Games are going up for sale in Canada later this month. Each of the General Motors supplied cars and trucks spent time in Vancouver and Whistler shuttling athletes, officials, VIPs and dignitaries to and from the competitions and related events. Now, with the Winter Olympics written in the history books and the Paralympic Winter Games closing at
The city of Beijing has drawn widely-publicized controversy due to its poor air-quality leading up to the 2008 Summer Olympic games. In fact, the air pollution is at least two to three times higher than levels deemed safe by the World Health Organization at this very moment. To ease the minds of the competing athletes, the city of Beijing is taking steps to improve the situation and has promised clean air for the games. Officials in Beijing have already cut the number of vehicles driving in the
From August 17th to 20th, traffic will be severely restricted in Beijing. Up to 1.3 million vehicles will be banned from circulation. The ban affects cars depending on the ending plate's number: cars which number end in an odd number will be banned two days and cars with ending in an even number will be banned from traffic the other two. Public vehicles and public transport won't be affected by the ban. A similar measure has been applied in Mexico City and some Italian cities.