BMW Gets Brand Into Olympic Stadium With Mini Minis

Radio-Controlled Cars Ferry Hammers, Discuses and Javelins

By Published on .

BMW, one of the official sponsors of the London 2012 Olympics, has gotten its brand into the Olympic stadium -- which is supposed to be free of all commercial activity -- via a fleet of cute Mini Minis.

BMW Mini Mini
BMW Mini Mini

The radio-controlled cars are ferrying hammers, shots, discuses and javelins back and forth from the field to the throwing area during the athletics, and have been a hit with audiences at the 80,000 seater Olympic Park in the east end of London, who are mostly charmed by the sight of the toy cars.

Steve Martin, CEO of M&C Saatchi Sports & Entertainment, said, "The Minis have been a surprise package in what is supposed to be an unbranded sanctuary. The Mini is an iconic part of Great Britain, which is why I think they've got away with it -- they make people smile."

There are three Mini Minis, working in four-hour shifts across the nine days of Olympic and nine days of Paralympic competition. They were manufactured at the Mini plant in Oxford, England.

Radio-controlled cars are often used at athletic meets to move the equipment around, but they are usually unbranded.

BMWs have become a familiar sight around London, ferrying athletes, officials and VIPs between events and venues through London's designated Olympic traffic lanes. One of the BMWs is gold, and the car marque is offering free tickets to the Games to people who spot the golden BMW and upload a photograph of themselves with the car.

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