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Bite-size Case Study

How BMW partnered with cancer survivors to boost their brand

Published on September 29, 2016 Originally recorded 2009   2 min
0:04
Charity Brands was approached by BMW and its marketing agency to identify and secure participation by an appropriate nonprofit in a fundraising promotion that could leverage grassroots support among volunteers. The concept, a test drive with two caravans of 16 BMWs between participating BMW dealerships. For every mile driven, a dollar would be donated to a select nonprofit. Due to manpower needed to drive the cars, however, the program appeared cost prohibitive. Charity Brands also had a relation with Susan G. Komen for the Cure, which happened to have a group of husbands of breast cancer survivors who were looking to donate their time and effort to the cause. Charity Brands proposed that these husbands drive the cars as their contribution. We crafted the Drive for the Cure program plan, now, the BMW ultimate drive. The 2008 program marked the 12th year of The BMW Ultimate Drive. The program has surpassed all expectations, raising more than $11 million for the Komen Foundation and touching the lives of hundreds of thousands of women and men with early detection messages and outreach. There are more than 200 participating BMW centers nationwide and local events at each stop. Additionally, at each regional event, a local hero in the fight against breast cancer is honored at an awards presentation. All administrative costs of The Ultimate Drive program are underwritten by BMW and apart from the funds raised for the program.
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How BMW partnered with cancer survivors to boost their brand

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