For the first time since 2002, the Jamaican bobsled team has qualified for the winter Olympics in Sochi. The lovable Jamaican bobsled team is back at it, and once again they in the midst of an underdog story where the improbable competitors are presented with adversary on an Olympic level.
“Cool Runnings” Part 2
The storyline for the Jamaican bobsled team this time around is a bit different than the original. For those who don’t know about the legacy behind “Cool Runnings,” it’s a Disney movie about the 1988 Jamaican bobsled team who struggled against many factors, one of which was competing in the Winter Olympics despite their tropical geographic location. Although the 2014 Jamaicans don’t have to embrace the same factors as before, the struggle was present before they even boarded a plane. Upon qualification for the event, they didn’t have any money to actually reach Sochi.
But thankfully, this wasn’t the end of the story. Once the media caught wind of the Jamaicans dire situation, donations began to pour in worldwide through various sources. One source in particular was a crypto-currency community similar to Bitcoins, called Dogecoins. This community raised $30,000 in just 2 days. The campaign at its end raised around $120,000, far surpassing the $80,000 needed for their Olympic endeavors.
Through the marketing powers of various media outlets the Jamaicans were granted the ability to embark on their journey. A heartwarming story like this demonstrates the vast outreach that can be possible through marketing. And now that the tropical Olympians are at Sochi, the rest of the plot to the sequel of “Cool Runnings” remains to be seen.