BMW – The BMW Ultimate Drive for the Susan G. Komen Breast Cancer Foundation

INTRODUCTION

Cause-marketing is the fastest growing segment of the sponsorship industry in the United States of America (U.S.A). According to industry sources, corporations in the U.S.A will invest in excess of USD1.3 billion in cause-marketing in 2006. This is a 20 per cent increase over 2005.

In March 2006 at the Hendrick BMW passenger car centre in Charlotte, NC, U.S.A, executives of BMW North America and the Susan G. Komen Breast Cancer Foundation along with local representatives of the two organisations, breast cancer survivors and car enthusiasts celebrated the start of the 10th year of one of the most successful cause-marketing partnerships ever conceived.

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised USD9 million for breast cancer research, education, screening and community outreach programs. In 2006, the partnership was committed to raising an additional USD1 million from early March through October. The theme of the campaign was, “10 Years, 10 Million Miles, 10 Million Dollars!” This theme was inscribed on every vehicle used in the 2006 BMW Ultimate Drive and effectively communicated the pledge to all participants.