Trudy Hardy Drives BMW to Olympics Glory

2014 Brand Genius winner for automotive

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


The U.S. bobsled team took home one silver and three bronze medals at the Winter Olympic Games in Sochi, Russia. And BMW scored marketing gold.

Lots of brands ink sponsorship deals around the games, of course. But BMW didn’t just slap its name on the U.S. team’s sleds; it designed them. During commercial breaks, viewers were treated to stylish spots introducing the luxury automaker’s i-series of electric vehicles that sport the same carbon fibers as the bobsleds.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in