BMW Drive For Team USA
Drive for Team USA, a national driving program, served as the retail launch of BMW’s partnership with the US Olympic Committee. At 277 one-day, dealer-hosted test drive events, specially-invited guests received a full walk-through of the latest BMW technologies, an opportunity to test drive the BMW model of their choice and the chance to make a difference for Team USA (for every test drive, $10 was donated by BMW to Team USA).
In 2011, a non-Olympic year, BMW challenged Octagon to create and activate a breakthrough event program to support BMW's partnership with the United States Olympic Committee.
What Octagon Did
Octagon coordinated “meet and greets” with a current or former Olympic athlete at each of the 277 events and negotiated partnerships for BMW with 11 Olympic athletes to create the BMW Performance Team in support of the program.
Octagon executed 10 simultaneous tours, consisting of 74 vehicles and 54 Octagon staff traveling the country between June and September.
The highly-integrated program was supported via national television advertising, on-site branding, customized dealer videos, digital, social media and traditional PR initiatives.
More than 20K consumers conducted nearly 25K test drives, registering a 22% conversion rate (new BMW purchase within six months) among event participants.
- MullenLowe London Helps Relaunch The British Heart Foundation - Published on 07/19/2018
- Golin and evian Create #Babydoubles - Published on 07/18/2018
- Hill Holliday and Planet Fitness Launch New Work - Published on 07/16/2018
- LOLA MullenLowe and Burger King – ‘Come as a Clown, Eat Like a King’ - Published on 07/13/2018
- FCB Lisbon Partners with Paralympic Committee - Published on 07/10/2018
- EP+Co Celebrates Pride Month - Published on 07/09/2018
- 215 McCann and Minecraft Enlist Gamers to Save Coral Reefs - Published on 07/03/2018
- The Brooklyn Brothers Launches Isey Skyr in Russia - Published on 06/28/2018
- MRM//McCann and Creative Spirit: Nurturing Talent Together - Published on 06/28/2018
- IPG and charity: water Project Update - Published on 06/28/2018