BP Celebrates the Olympics

BP activated its official sponsorship of the U.S. Olympic and Paralympic teams in two consecutive promotions.Running May 2 through June 5, the first effort involved a sweepstakes awarding eight trips over five promotional flights to the Olympic Games in London next month. Shoppers who purchased at least 10 gallons of gas received a card at checkout that contained a code to submit to a promotional website (where they also could find free codes). Pump signs promoted the sweeps.In the second promotion, which runs June 6 through Sept. 4, the same purchase requirement triggers receipt of an instant-win game card that also carries an entry code. The instant-win prizes identified on the peel-back cards are either free gas for a week (awarded as $65 in BP gift cards) or an autographed Team USA photo or poster. Participants enter the codes on the same website to earn either entry into another instant-win game awarding a week's worth of gas or a "collect and win" game icon. Participants who collect a combination of winning icons earn prizes including free gas for a year (as $3,245 in BP cards) and Team USA merchandise. Pump signs and regional radio spots support.The promotional website (bpusathletes.com) details BP’s partnership with the U.S. Olympic Committee and presents nine athletic hopefuls the retailer has supported through a social media campaign spanning Facebook, Twitter and YouTube. The athletes include Paralympics archer Matt Stutzman and swimmer Rudy Garcia-Tolson, as well as Olympic hurdler Lolo Jones, gymnast Jonathon Horton and swimmer Rebecca Soni.In other activations, a “BP Team USA Experience Tour” will visit six U.S. cities leading up to the Olympic Games opening ceremonies on July 27. Attendees will learn about Olympic training techniques, compare their resting heart rates with those of top athletes, and test their skills in a “Wheelchair Drag Race” to see how they measure up to Paralympians.BP began touting its support for Team USA as early as last fall with billboard ads, radio spots, and pump signs depicting Olympic diver Thomas Finchum and sprinter Sanya Richards-Ross. The signs directed shoppers to BP's Team USA Facebook page, where in late October they could take part in a live chat with decathlete Bryan Clay or read about Paralympic sprinter Tatyana McFadden. Visitors planning to attend the games in London could also enter their travel information on a special calculator to learn how to decrease the carbon consumption of their trips.BP has sponsored Olympic, Paralympic and Pan American Teams in previous years and is committed through 2016. The London-based company serves as an official energy partner and supplies some official Olympics vehicles with advanced biofuels. “Through multiple joint activities, our partnership will allow us to demonstrate how BP is a company that operates at the frontier and makes a difference,” group chief sales and marketing officer Luc Bardin said in a media release.

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