The America's Cup is getting hot and BMWOracleracing is doing quite well trying to win the famous pot ;-)

The BMWOracleRacingTeam Blog was our first social media project for our client the BMW Group. The project is running now for almost 2 years! Back then (June 2005) we could convince Tom Ehman, head of External Affairs for BMW ORACLE Racing, to run this exclusive Blog. As an experienced Blogger he knew from the first moment what kind of behind the scene information the international sailing and America's Cup fans were waiting for.

The "sailing market" is a real niche market with enthusiasts around the world - therefore it was crucial to set up the project as international as possible. The Blog should also offer some valuable insights for the leading sailing sport magazines worldwide. Within the first 12 months the top 3 sailing magazines took quotes right out of the blog and mentioned it in articles - an unexpected PR strike! But what mattered more was, that we were able to keep our audience over time and as we can see traffic is growing as we are coming close to the final decision.

I think the BMWOracleRacingteam Blog is a perfect example how companies and brands can show their engagement with a high level of authenticity and credibility over a long period of time and thus create sustainable impact in a strong target group.