One quarter sized MINI Coopers are helping out at the London Games in a creative marketing move by BMW.
Astute viewers of the Olympics may have noticed small vehicles buzzing around in the background of track and field events this week. In an ingenious (and practical) creative branding move, automaker BMW created radio-controlled “mini MINIs” to retrieve javelins, shot puts, and more from the field.
According to the BMW Press Release:
This specially developed and designed radio controlled electric car will be used on the field of play in the Olympic Stadium to ferry javelins, discuses, hammers and shots back from the field to the throwing area, saving valuable time during competition.
Three Mini MINIs will be deployed for this crucial task and will be operated by Games Makers assigned and trained for this duty. The cars are roughly a quarter scale of the full-sized car and carry the athletic equipment situated inside, accessible through the adapted sunroof.
The battery-powered cars can carry up to 8 kilograms each (about 18 pounds) and run for 35 minutes before needing to be recharged. Blue with orange Olympic detailing and a white roof, they look just like full-sized MINI Coopers and even have working headlights.
The mini MINIs will join a fleet of 160 regular electric MINI Coopers as part of the Olympics and Paralympics fleet. Yet another good example of branding with a practical purpose too.