When it comes to a marketing environment what's better than the U.S Olympics? With over 219 million people that watch the U.S olympics every four years BP took a huge opportunity to partner up with the 2012 U.S London olympics. BP begin with sponsoring 60 athletes in this year olympics which included para-olympians which are basically disabled Olympians that participated in this years games. Supporting these athletes is a way for BP to inspire there customers, employees and the public. BP also took things a step further by promoting the people behind the scenes of these olympians by shedding some light on what it really takes to create a gold medalist. BP did it through TV adverting, radio stations and public relations.
BP in 2012 invested $500 million dollars for an American marketing push which was centered around a distinctive fuel offer that would improve customer experience and have a more compelling loyalty reward program. BP's plan was to relaunch the 2009 advertising of gasoline with invigorate which helps protect a cars engine. Invigorate as BP puts it is better than low-detergent gasoline which if a consumer was to continue to use would protect the engine from deposits, sludge and corrosion. That using this particular gas would restore fuel economy and minimize exhaust emission.
Bp doesn't have a direct marketing group that they try to apply to, they just feel that it's there job to gain Americas trust again and to make gas for cars efficient and environmentally friendly....
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