BMW Dealers Rev Up 2014 Winter Olympics Test-Drive Event
- BMW will make a donation to Team USA in a new dealership test-drive program that runs through February 28.
- Participants can test drive any BMW model, including the 2014 BMW X5 Sports Activity Vehicle.
- BMW said it will donate a maximum of $200,000 in the fundraising effort.
WOODCLIFF LAKE, New Jersey — BMW will make a donation to Team USA in a new dealership test-drive program that runs through February 28.
Participants can test drive any BMW model, including the 2014 BMW X5 Sports Activity Vehicle.
BMW said it will donate a maximum of $200,000 in the fundraising effort. The program supports athletes of the U.S. Olympic and Paralympic Teams.
"The Drive for Team USA campaign is a powerful connection point for us with both prospective and current BMW owners," said Trudy Hardy, BMW of North America vice president of marketing, in a statement. "Americans are passionate about the athletes of Team USA and are excited to do something tangible to contribute to their journey. For BMW to enable that transaction is a wonderful contribution to our business."
The German automaker promises to be a high-profile presence at the 2014 Winter Olympics. BMW redesigned the bobsled for Team USA.
BMW's extensive marketing campaign for the Olympics includes digital and social-media components. A key element is the documentary on BMW's complete redesign of the bobsled entitled "Driving on Ice." The effort is designed to help Team USA win its first Olympic gold medal in the event since 1936.
BMW will interact with U.S. fans throughout the Olympic Winter Games on its Twitter, Instagram, YouTube and Facebook channels with stories and information on BMW Performance Team athletes and the BMW two-man bobsled. Fans are encouraged to join the conversation using the #BMWBobsled and #BMWTeamUSA hashtags. Vignettes from "Driving on Ice" will be available to fans at BMW's YouTube channel beginning now.
Edmunds says: Head over to your local BMW dealer for a test drive if you want to help U.S. athletes in this worthwhile fundraising effort.