BMW Has a Stroke of Genius with Its Olympic Sponsorship
Instead of just plastering their logo everywhere, BMW found an ingenious way to inject their brand right into the actual Olympic events this summer. Remote-controlled mini MINIs shuttle track and field equipment like javelins, discuses and hammers back to the takeoff area after they’re thrown by competitors. There are three MINIs in the Olympic fleet. They run in four-hour shifts and travel up to four miles per day. The cars hold a single discus, hammer or shot. Two javelins can also fit. Brilliant idea, dancing around the IOC's strict controls on branding during the games.