BMW: Gaining value from the Olympics

摘要

When there were just 100 days left to go before the London Olympics, Marketing Magazine went out on the street and asked members of the public which if any of the event's sponsors they were aware of. Sadly for those major sponsors, no one seemed to have a clue. The research firm EPSOS also carried out a similar exercise and reported that fewer than 5% of people could recall any sponsors without prompting.