METZLER : VATER activates sponsoring
This year 2016 marks the fifth consecutive time that METZLER : VATER as operative agency is responsible for comprehensive on-site activation of the BMW running engagement. The Agency implements the sponsoring at all of the seven major marathon races (Vienna, Hamburg, Leipzig, Berlin, Munich, Cologne and Frankfurt on the Main) as well as at the “Wings for Life World Run” fundraising running events in Germany and Austria.
METZLER : VATER makes the BMW brand come alive for a wide audience at all events: 380,000 participants and more than 400,000 visitors at the running exhibitions as well as three million spectators along the race courses of the respective events. With more than 130,000 participants in 2016, the charitable Wings for Life World Run alone is one of the major non-competitive sports for all events of the world.
The Agency plays on all hotspots along the race courses, in the starting and finishing areas and at the specially designed BMW booth at the pertaining running fairs. Various activating elements, such as personalised timing chips, individually address and actively involve participants and spectators with a target-group diversified approach that focuses on the issues of efficient dynamics and e-mobility.
In addition, METZLER : VATER coordinates all brand ambassadors on location and takes care of handling up to 100 organisational, course and VIP-shuttle vehicles at each event. In this project, the Agency again closely cooperates with event construction company, brandroom, and sponsoring agency, akzio!, which is responsible for strategic advice and conception.