BMW rolls out Mini Olympic activity

BMW has rolled out its first Olympics activity supporting its Mini brand, with a digital and experiential push encouraging the public to "roar" in support of British athletes.

Mini: rolls out 'roar' campaign
Mini: rolls out 'roar' campaign

Mini wants the nation to back Great British athletes by collecting recordings of their best "roar" sound effects.

These will be collected to create a group roar, which will be placed on MP3 players and given to athletes along with individual messages to show the support of the public in the London Olympic 2012 games.

Sound effects can be uploaded via the brand's "virtual infinity stadium" on its Facebook page. Mini is also holding a tour of the UK, featuring specially created sound booths made from Mini London 2012 models.

The digital activity has been devised by Profero, with Iris handling the experiential campaign.

Speaking at last week's BrandMAX conference in London, BMW marketing director Richard Hudson said he wanted consumers to "reassess" BMW through its Olympic sponsorship and promote the fact that it is the most sustainable car manufacturer.

BMW is a top tier sponsor of London 2012 and it will provide of fleet of 4,000 cars to be used by athletes and officials at the 2012 Olympics.

Follow Sarah Shearman on Twitter @shearmans

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now


BBH deputy ECD Caroline Pay exits

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published