We all know that there are massive restrictions when it comes to the use of Olympic symbols and advertising in the Olympic venues and events. Only a handful of Olympic sponsors and partners can be a part of that and even they paid a lot of money to be around.
All other companies and brands can’t associate their brand with the Olympics, they can only use an interesting method, called ambush marketing.
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.
But let’s put ambush marketing away for another blog post and let’s focus on one great product placement by BMW, which is not a Worldwide Olympic Partner, but (only) London 2012 Olympic Partners. BMW provided a fleet of 160 BMWs and 40 Mini E electric cars that Olympic organizers are using as part of their efforts to stage environmentally-friendly Games.
In the Olympic stadium only a few brands can be visible; most notable is Swiss watch manufacturer Omega, which has been the official timekeeping device of the Olympic Games since 1932.
There are some interesting throwing sports in the stadium: javelin, discus, hammer and shotput. In an old-school way the thrown objects were retrieved by some assistants on the stadium. But not in London. Organizers are using radio-controlled miniature Mini Coopers that have replaced the man force.
Here’s the video of mini minis in action, captured by ianbeckett
According to autoblog.com, the mini Mini cars can carry up to 18 pounds and can run for up to 35 minutes before being charged.
Fantastic use of the limited possibilities by BMW.