{"id":599,"date":"2014-01-02T06:29:43","date_gmt":"2014-01-02T06:29:43","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/hey-is-that-a-bmw-racing-down-the-bobsled-course-2\/"},"modified":"2018-01-16T18:29:28","modified_gmt":"2018-01-16T18:29:28","slug":"hey-is-that-a-bmw-racing-down-the-bobsled-course-2-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/hey-is-that-a-bmw-racing-down-the-bobsled-course-2-2\/","title":{"rendered":"Hey, Is That a BMW Racing Down the Bobsled Course?"},"content":{"rendered":"

By: Andrew Adam Newman,\u00a0The New\u00a0York\u00a0Times\u00a0<\/em><\/a><\/p>\n

The last time the United States men\u2019s team won an Olympic gold medal in the two-man bobsled competition\u00a0was 1936, when Franklin D. Roosevelt was in the White House and a gallon of gas cost 10 cents.<\/p>\n

Now\u00a0BMW\u00a0of North America, which has built six two-person bobsleds for the United States men\u2019s and women\u2019s teams competing in Russia this year, is hoping to help change that.<\/p>\n

Since 2011, the automaker has been working with the United States Bobsled and Skeleton Federation to develop a prototype.<\/p>\n

The effort has been led by Michael Scully, a creative director atDesignworksUSA, a consultancy owned by the BMW Group that along with designing vehicles for the automaker is hired for projects by nonautomotive companies, including John Deere, Microsoft and Coca-Cola.<\/p>\n

On Sunday, a documentary about the project,\u00a0\u201cDriving on Ice,\u201d\u00a0will air on NBC. It features Mr. Scully and athletes including\u00a0Steven Holcomb, who won a gold medal in the four-man bobsled event in 2010, and\u00a0Elana Meyers, who won a bronze in the two-woman bobsled in 2010. (The four-man bobsled continues to be made by the Bo-Dyn Bobsled Project.)<\/p>\n

\n
\"\"<\/div>\n<\/figure>\n

While BMW produced the documentary and is paying for it to air as part of an advertising contract with the network, it has the narrative arc and tone of an independent documentary, not a commercial.<\/p>\n

The documentary shows how Mr. Scully, who in the past has designed racecars, adapts his expertise to bobsleds, which present aerodynamic challenges including being sideways in turns.<\/p>\n

Introduced during the commercial breaks for the documentary will be two new Olympic-themed spots for the brand, with one featuring video of the\u00a0bobsled being developed\u00a0and no BMW vehicles, and the other taking a more traditional approach, with the automaker\u2019s cars and S.U.V.\u2019s\u00a0driving along snowy roads\u00a0to transport athletes to training sessions.<\/p>\n

Television and digital advertising for the campaign, as well as social media strategy, is by Kirshenbaum Bond Senecal & Partners in New York, part of MDC. Production of the documentary is by UM Studios, the content arm of Universal McCann, which is part of the Interpublic Group of Companies.<\/p>\n

BMW North America \u2014 which declined to reveal what it spent on the six-year Olympic sponsorship through 2016, the bobsleds or the documentary, or its projected advertising expenditures for the campaign \u2014 spent $75.9 million on advertising in the first nine months of 2013 and $159.7 million for the full year of 2012, according to the Kantar Media unit of WPP.<\/p>\n

For the first 11 months of 2013, BMW sold 244,061 cars, an increase of 11 percent over the same period in 2012,\u00a0according to Automotive News. It ranks second behind Mercedes-Benz among luxury vehicles.<\/p>\n

BMW is a progenitor of what has come to be known as branded content. Its\u00a0BMW Films, introduced in 2001 mostly for online viewing, featured stars like Clive Owen in short films driving BMWs, but with no sales pitches.<\/p>\n

Trudy Hardy, the vice president of marketing for BMW of North America, said the company was involved with the Olympics in a more tangible way than simply having permission to use its logo.<\/p>\n

\u201cThe way we entered this sponsored relationship is much deeper than the rights to the rings,\u201d she said. \u201cWe wanted to find ways to make our athletes\u2019 performance better.\u201d<\/p>\n

Applying expertise developed for cars to other applications is what BMW calls \u201ctechnology transfer,\u201d and in previous Olympic Games, BMW has adapted its software to help\u00a0swimmers analyze their starts and turns and long-jumpers their jumps. But Ms. Hardy said the bobsled project would have more resonance than the brand\u2019s earlier Olympic efforts.<\/p>\n

\u201cSoftware systems are a little more difficult for people to understand, but this hardware makes it much easier for consumers to translate our brand in the physical sense,\u201d Ms. Hardy said.<\/p>\n

Scott Donaton, chief content officer at UM Studios, said that when viewers of the Olympics were barraged with commercial messages, BMW would have something else: a story.<\/p>\n

\u201cIn a time when technology gives people the ability to filter out any branded messages that they don\u2019t want to see, storytelling is the way to engage audiences,\u201d Mr. Donaton said.<\/p>\n

Rohit Bhargava, a social media strategist and the author of \u201cLikeonomics,\u201d said that with the bobsled collaboration, \u201cBMW is tapping into a pretty human desire to go behind the scenes,\u201d adding that the automaker is uniquely suited to do so in this instance because it is so integral to the story.<\/p>\n

Dan Mannix, chief executive of LeadDog Marketing Group, which specializes in sports marketing, said the bobsled-related content would help BMW stand apart from typical car advertising.<\/p>\n

\u201cThere\u2019s so much car advertising on TV that shows cars driving through deserts and mountain roads and it all just blurs together, but the advertising that is more about the bobsleds is much more compelling,\u201d Mr. Mannix said.<\/p>\n

But there is, he added, a risk.<\/p>\n

\u201cIf the team does well, BMW can point to its involvement, but if there is a problem and the bobsled cruises off the course, they could get a bunch of bad P.R.,\u201d he said.<\/p>\n

BMW, which is based in Germany, is also sponsoring the German bobsled team, but is not overhauling their bobsleds as it is for the Americans.<\/p>\n

\u201cHow do we know,\u201d joked a recent blog post on Gizmodo, \u201cthat BMW, a German-based company, isn\u2019t secretly sabotaging the U.S. team\u2019s efforts to win the gold?\u201d<\/p>\n

Stacy Morris, a corporate communications manager with BMW of North America, said there was nothing incongruous about the sponsorship.<\/p>\n

\u201cWe consider ourselves an American car company just as much as a German car company,\u201d Ms. Morris said.<\/p>\n","protected":false},"excerpt":{"rendered":"

The last time the United States men\u2019s team won an Olympic gold medal in the two-man bobsled competition\u00a0was 1936, when Franklin D. Roosevelt was in the White House and a gallon of gas cost 10 cents.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-599","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nHey, Is That a BMW Racing Down the Bobsled Course? - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/hey-is-that-a-bmw-racing-down-the-bobsled-course-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hey, Is That a BMW Racing Down the Bobsled Course? - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"The last time the United States men\u2019s team won an Olympic gold medal in the two-man bobsled competition\u00a0was 1936, when Franklin D. 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