DRIVING ON ICE – BMW and the Sochi 2014 Olympic Winter Games

January 22, 2014

It hard to imagine what BMW could have to do with the upcoming Sochi 2014 Olympic Winter Games – unless they suddenly decided to include auto racing as a gold-medal sport.  However, BMW, manufacturers of ‘The Ultimate Driving Machine’ are involved in a variety of ways.

Beginning today through Feb. 28, 2014, consumers are invited to visit Braman BMW West Palm Beach for an opportunity to support the athletes of the U.S. Olympic and Paralympic Teams by test driving any BMW model, including the all-new X5 Sports Activity Vehicle, which is made in the USA. For every participant who test drives a vehicle at the event, BMW will make a donation to Team USA, for a maximum donation of $200,000.

BMW is also directly involved in the form of a collaboration with the USA Bobsled & Skeleton Federation (USBSF) to deliver a fleet of six new two-man bobsleds, applying the automaker’s world-class design and engineering expertise to help Team USA chase its first Olympic gold medal in the event since 1936.

The process of creating these high-tech bobsleds (the ultimate environmentally-friendly vehicle) is the subject of “Driving on Ice,” a documentary that tells the behind-the-scenes story of a three year journey to ensure the caliber of Team USA’s two-man sleds match the talent of its athletes.

Complementing “Driving on Ice” will be a series of upcoming U.S. Olympic-themed television advertisements that illustrate the ways in which BMW unlocks the goals and dreams of consumers and athletes alike – on land and on ice. BMW’s first commercial, “Road to Sochi,” leverages biopic footage similar to that of “Driving on Ice” to bring to life the passion, tireless commitment and determination embodied by Team USA athletes and shared by BMW.

The second advertisement, entitled “The Games,” will promote BMW’s Drive for Team USA national fundraising campaign, which will be reprised for a third time. “The Games” draws a connection between an athlete’s commitment to the sport they love and BMW’s role in supporting them on their journey.

BMW will interact with U.S. fans throughout the Olympic Winter Games on its Twitter (www.twitter.com/BMWUSA), Instagram (http://instagram.com/bmwusa), YouTube (http://www.youtube.com/user/BMWUSA) and Facebook (www.facebook.com/BMWUSA) 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 Jan. 3.

To schedule your test drive of one of the full range of new BMW vehicles, please visit Braman BMW West Palm Beach.

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