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寶馬終極利器亮相倫敦奧運(yùn)會(huì)

寶馬終極利器亮相倫敦奧運(yùn)會(huì)

Daniel Roberts 2012-06-04
任何企業(yè)都能成為奧運(yùn)會(huì)贊助商,只要花錢(qián)就行。寶馬則更勝一籌,贊助之余,還為奧運(yùn)選手開(kāi)發(fā)了訓(xùn)練用的新技術(shù)。倫敦奧運(yùn)會(huì)期間,寶馬為美國(guó)游泳隊(duì)開(kāi)發(fā)了全新的動(dòng)作追蹤相機(jī)軟件,還為美國(guó)田徑隊(duì)開(kāi)發(fā)了測(cè)速工具,幫助運(yùn)動(dòng)員提高成績(jī)。

????埃文斯還記得,以前要看自己游泳的回放錄像,就必須坐在池邊,拿著便攜攝像機(jī)在恰當(dāng)?shù)臅r(shí)刻按暫停鍵,再不停地按倒帶和快進(jìn)鍵,這個(gè)過(guò)程往往弄得人精疲力竭??巳R則說(shuō),他以前每次練習(xí)跑步之后額處境也差不多,上屆北京奧運(yùn)會(huì)時(shí)也還得這樣。而現(xiàn)在,克萊表示:“有了這項(xiàng)技術(shù),我們的成績(jī)提高就毫無(wú)限制了。它會(huì)改變整個(gè)運(yùn)動(dòng)界?!?/p>

????一家德國(guó)豪華車(chē)廠商卻為自己贊助的運(yùn)動(dòng)員提供新型攝像技術(shù),這聽(tīng)起來(lái)有點(diǎn)讓人詫異,但威利士認(rèn)為其實(shí)不必對(duì)此感到奇怪。他說(shuō):“我們是一家工程技術(shù)類(lèi)公司。我們將長(zhǎng)期支持運(yùn)動(dòng)員提高成績(jī),至少到2016年前我們都會(huì)堅(jiān)持這么做。”實(shí)際上,在倫敦奧運(yùn)會(huì)期間,寶馬將在北美進(jìn)行有史以來(lái)最大規(guī)模的媒體投放。

????威利士稱(chēng),寶馬還在為其汽車(chē)開(kāi)發(fā)更復(fù)雜的行人偵測(cè)技術(shù)。目前各大汽車(chē)品牌的新車(chē)品質(zhì)都在大幅提高,問(wèn)及在這樣的背景下,寶馬如何持續(xù)保持競(jìng)爭(zhēng)力時(shí),他說(shuō):“我們只需要保持原創(chuàng),并始終確保我們的車(chē)是終極座駕就行?!辈贿^(guò),從長(zhǎng)期來(lái)看,全力以赴開(kāi)展一場(chǎng)讓人印象深刻的奧運(yùn)會(huì)贊助活動(dòng)是否能讓用戶(hù)對(duì)“終極座駕”增加額外的好感,還有待觀察。

????譯者:清遠(yuǎn)

????Evans recalls that in the past, to watch the replay of a lap, she'd have to sit on the side with a handheld camera and push pause at just the right moment, constantly hitting rewind and fast-forward in frustration. Clay says he would end up in a similar position after his practice runs, even as recently as the last Summer Games in Beijing. Now, Clay says, "The sky's the limit with this technology. It could change the world of sports."

????If it sounds surprising that a German luxury carmaker is offering its sponsored athletes new camera technology, Willisch insists that it shouldn't be. "We're an engineering company," he says. "We're in this for the long-term; we'll be doing this until at least 2016." Indeed, BMW's biggest media buy ever in North America will air during the London Games.

????Willisch says BMW is also working on more sophisticated pedestrian detection for its vehicles. And when asked about how BMW can continue to compete when there has been an increase in quality of new cars across the board, he responds, "We just have to stay authentic and always ensure that it's the ultimate driving machine." Whether pulling out all the stops for an impressive Olympic sponsorship indeed curries extra favor for the "ultimate driving machine," in the long run, remains to be seen.

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