About one third of all Germans are running - a continuing social megatrend. For this reason, BMW has been involved in running as a sponsor since 2011: In the 2016 season alone, around 380,000 people took part in the running events supported by BMW, with over three million enthusiastic spectators standing on the tracks. This opens up the brand to new target groups - but in order to exploit the potential of this very emotional environment, it takes more than just a sponsorship presence: The brand must be fully committed to the sports environment and the event and take on an active role. This is the only way to make it authentic and make it a memorable experience for participants and viewers alike.
Runs and runs and runs - BMW Laufsport
Maximum involvement instead of pure presence. With a comprehensive activation approach, METZLER VATER ensures that at all major marathons and half marathons in Germany and, since 2015, at the Wings for Life World Run in Austria (Vienna), the BMW brand makes contact with participants and spectators at many points throughout the event:
A few days before the race at the associated running sports fair, where various activation elements - such as personalised running shirts or medals, the Energy Floor, Selfies with the BMW i lead vehicle or individualised timing chips - actively integrate the visitors at the specially designed BMW stand.
Along the track, BMW brand ambassadors provide high visibility and interaction with people at all important hot spots with giveaways and other elements. And with up to 100 vehicles and VIP shuttles per event, the BMW brand also achieves maximum presence with participants, spectators and on TV during the race.
Long queues at the exhibition stand, a very high demand for activation elements and highly frequented hot spots along the route:
From the very beginning of its commitment to BMW Laufsport, METZLER VATER LIVE, together with BRANDROOM and in cooperation with the sponsoring agency akzio!, has been making the BMW brand accessible to a broad audience - and thus reaching millions of running enthusiasts and countless enthusiastic fans in the long term.