TUM Library catalog › Details for: How BMW partnered with cancer survivors to boost their brand

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How BMW partnered with cancer survivors to boost their brand [electronic resource] / Stephen M. Adler and Hallie Leighton.

By: Adler, Stephen M [spk]Contributor(s): Leighton, Hallie. (Director of Branding & Strategic Partnerships, Charity Brands Consulting, USA) [spk]Material type: Film

FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2016Description: 1 online resource (1 streaming video file (2 min.) : color, sound)Subject(s): Bayerische Motoren Werke | Charities -- Marketing -- Case studies | Charities, Medical -- United States -- Case studies | Fund raising -- Case studies | Social responsibility of businessOnline resources: Click here to access online Summary: This case study reviews how BMW, the automobile company, created a partnership with breast cancer charities to launch "The Ultimate Drive" a fundraising event that harnesses the support of BMW enthusiasts and families of cancer survivors.

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Animated audio-visual presentation with synchronized narration.

Bite-size case study extracted from the talk: Results orientated cause marketing.

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This case study reviews how BMW, the automobile company, created a partnership with breast cancer charities to launch "The Ultimate Drive" a fundraising event that harnesses the support of BMW enthusiasts and families of cancer survivors.

Mode of access: World Wide Web.