Apart from being an interesting story I think this is a great way to promote a small independent bookshop in north east England by claiming the analogue ownership for one of the most popular memes we’ve seen.
Can you spot a fake Mini? This is the challenge launched in the “Make sure it’s a Mini adventure” advertising campaign. As reported on New Media Age, MINI is running an integrated push in the UK to target 24 to 40 years old men. The advertising concept, based on comic ads, has been created by WCRS, while Meme Digital took care of the online creativity. A micro-site collects traffic from rich media ads on entertainment, news and men’s lifestyle sites. A series of games challenge visitors’ MINI knowledge: for example, you can test yourself in the “Real or fake audio challenge” or in “Two stripes white don’t make it right”. Videos and a downloadable guide to spot fake MINIs complete the site.
With a smart move 3 UK eventually starts targeting younger segments of the mobile market launching a series of Critters characters adapted by Meme Digital. 3 has also decided to start an online marketing push by sponsoring the latest release of MSN Messenger with these characters. The version has been already downloaded by 10.000 users. I very much appreciate Hutchinson move and I hope they will update their marketing approach in Italy also… Here they’re only able to run pathetic TV spots starring second class testimonials.
New Media Age reports (sorry no link available) Meme Digital has created an online campaign for Mini which will be running in the UK until mid-February. The interactive ads aim at branding, raising awareness especially among young men (ads will appear for example on GQ magazine) about the new which will come out next March.
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