LONDON – 1st February 2013: Synergy’s groundbreaking London 2012 social media campaign ‘Golden BMW’ last night won the coveted European Sponsorship Association (ESA) Award for Social Media Activation.
As part of the BMW sponsorship of London 2012, the campaign saw a specially-created fleet of Golden BMWs tour the country visiting the Olympic Torch Relay route a day ahead of the Relay to capitalise on the anticipation of the Flame’s arrival. The integrated campaign, led by social media and PR, encouraged consumers fans to ‘Spot, Snap and Share’ photographs of the highly distinctive Golden BMWs in social media for their chance to win tickets to the Games.
The 70-day campaign reached over a third of the UK population, increased BMW’s Facebook fans by 15% and inspired over 50,000 people to visit BMW dealerships.
The ESA judges commented: “The Golden BMW campaign was wholly based on social media with great engagement and business results. It was hard to achieve standout in the busy Olympic Torch period, but the Golden BMW clearly achieved all the targets they set themselves”.
Tim Crow, Synergy CEO, said: “We are incredibly proud to have won this highly coveted award in such a competitive category. It is particularly satisfying to have won it in the context of London 2012, the first Games of the mainstream social media era, and confirms our position as leaders in creating and delivering social media campaigns for sponsors. ”
Synergy also received the prize for one of the new categories of the evening – the ESA Professional Development Award. This category recognises the agency with the best approach to professional and career development through training and education. The judges were particularly impressed with the depth of commitment to staff and sophisticated programmes for career expansion that in turn created a real sense of mutual progression.
Alison Moor, Synergy MD said: “It was great news that team’s collective commitment to professional development has been recognised. At Synergy, we put our people at the heart of our business. The Synergy culture is about taking part and being part of the team. Learning through experience and collaborating is high on everyone’s agenda throughout the company.”
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For further information please contact:
Kate McGregor (Press officer at Synergy)
Contact: 020 3128 6834
Notes to editors
Synergy (www.synergy-sponsorship.com) is a multidisciplinary specialist sponsorship consultancy, which guides brands from strategy to delivery. It counts Betfair, BMW, Bupa, Chivas, The Coca-Cola Company, Diageo, RBS and SSE among its clients.
Synergy is the UK’s most recognised agency of its type, having won over forty major awards in its 28-year history, including having been named by Marketing magazine as UK Sponsorship Agency of The Year in 2012, as well as Sports Industry Agency of the Year and Hollis Sponsorship Consultancy of the Year.
Engine is the UK’s largest and fastest growing independent communications company. Engine employs more than 700 people, containing a family of best in class communications businesses serving the consumer market, the corporate market and the public sector. Engine is an employee-owned business, with one in five staff owning shares in the company. For more information, visit: www.theenginegroup.com
By Synergy on February 1st, 2013
Tags: BMW, Default, Digital marketing, Experiential marketing, London 2012, London 2012 sponsorship, Olympic sponsorship, Olympic sponsorship consultants, Olympic Torch Relay, PR, Press Clipping, Rio 2016 Sponsorship, Rio 2016 Sponsorship Consultants, Socialympics, Sponsorship, Synergy