Audiences in the US now have an ever-increasing number of entertainment choices at their fingertips. Perhaps as a direct result, they are growing ever more selective. So, while there are few restrictions or regulations on Branded Entertainment in the US, the viewing public demands truly riveting content. As interruptive marketing continues to decline in effectiveness, Branded Entertainment has transitioned from an ancillary tactic into a sophisticated, highly strategic marketing discipline. Cross-platform opportunities allow audiences to become engaged and share events and enthusiasm in ways never before possible. BMW has long recognized this, as one of the pioneer proponents of combining brand truths with stories that offer genuinely compelling content to the viewers. Not only is the BMW sponsorship proudly disclosed, it is intrinsic to the power of the narrative.

In the quest for Olympic glory, Team USA hadn’t won a single medal in men’s two-man bobsled since 1952. As an official sponsor, BMW could have simply written a check and put five Olympic rings in its ads. But BMW USA– a pioneer in branded content and an American car manufacturer committed to the advancement of mobility – wanted to be a true partner to the athletes it supported. BMW asked the athletes how it could help them. Thus began a heartfelt collaboration between BMW’s lead racecar designer and the USA Bobsled & Skeleton Federation.

BMW spent a full year applying the design, engineering and technological expertise that it uses to build lighter, faster, more fuel-efficient cars into creating an entirely reinvented bobsled.

Through its unique partnership, BMW had the opportunity to leverage its proud sponsorship of the US Olympic Team.

The story of the team’s quest was told in a multi-platform campaign centered upon a gripping documentary that made its debut in the US on NBC in pre-Olympic programming. The campaign also included four short films focusing on other essential components of the mission. A promotional trailer, consumer and retail activations and a consumers’ test-drive campaign to benefit Team USA were part of the audience experience.

To heighten the sense of engagement in the weeks leading up to the SuperBowl (the world’s most watched event), BMW turned to Emmy-winning sportscaster Dan Patrick. Dan and crew were provided with the innovative new sled to incorporate into his popular program. The partnership featured customized segments, live-tweets/video-clips, and

on-air mentions. And as the excitement about the Sochi Olympics continued to build, BMW was there at every step, helping the team on their hard-fought, emotional and inspirational journey.

But would the expertise, challenges and sacrifice ultimately lead to success on the world stage?

'Driving on Ice' was a 22-minute documentary detailing the close relationship between BMW and the US Two-Man Olympic bobsled team. The US hadn’t won a medal in 62 years, and the team’s aspirations provided a gripping

story-line. To whet the public’s appetite, we ran teaser commercials within NBC’s sports and Olympic-themed programming in the week leading up to the documentary’s premiere. A second trailer revealed two days prior and featured on BMW’s YouTube channel, quickly racked up more than 300,000 views. As the documentary aired, it was backed by a distribution strategy that included on-air, digital, social and experiential components.

Our 22-minute documentary, Driving On Ice, drew more than 1 million viewers in its first airing. Viewership multiplied as it continued to be seen on NBC, NBC Sports, and Universal Sports. The campaign was further escalated via digital and Video-on-Demand platforms, including NBC, NBCOlympics.com, and YouTube.

Just like the Men’s and Women’s Two-Man Bobsled teams, the campaign was a performance success. In fact, the social component alone garnered more than 1 billion impressions to date.

Beyond paid-for results, the campaign received accolades from major press outlets including The New York Times, ESPN, Forbes, The Los Angeles Times, Huffington Post, and global media. This generated goodwill and potentially affluent viewership for BMW. Brandchannel praised BMW for returning to its roots as an innovator in branded content.

The New York Times said Driving on Ice, “has the narrative arc and tone of an independent documentary," while Brandchannel called it, “A groundbreaking branded entertainment program.”

Most importantly, BMW USA’s partnership played a major role in helping US athletes to once again mount the Olympic podium. As the US teams in both Men’s and Women’s events accepted their medals, they were restoring a global heritage that had been lost for 62 years.