From store to test drive in zero seconds. The idea is simple: to sell a MINI what you need is just a MINI. So why setting up an expensive retail store, when you can have ten or more mobile stores that drive around Paris and take consumers on to immediate test drives? The mobile stores can reach any location in the center of Paris, and engage consumers directly, without waiting for them to walk into brick & mortar MINI store. Read more…
MINI is running an interesting live Facebook campaign, in which one fan can win an actual MINI Countryman. They’ve placed the car on a populair Motorshow in Brussels, only hanging on a rope. When you like MINI, you’ll get a shot of fire to burn that rope – when it breaks, the car is yours.
This is a brilliant campaign from agency Jung Von Matt that is bound to be both incredibly frantic and a lot of fun to play. After holding a similar campaign in Stockholm last year and doubling MINI sales in Sweden because of it, the agency have set their sights on a much larger target for their next game: Toyko.
What happens if you combine Google Maps, Flash and Facebook with a cool automotive brand? MINImaps is the answer. A multi-player driving experience by MINI France that allows you to join a virtual race around the world based on Google Maps, while challenging your friends or complete strangers.
If you’re based in the UK and you are always eager to find out new places to see and new things to do, MINI has the right tool to give you tips and inspiration. As part of the campaign to promote its convertible model the car brand has launched an iPhone application called Openness which encourages users to explore the unexplored and try new things.
The mechanism is pretty straightforward. Select your location, decide how much open-minded you are and then shake to be surprised by MINI. You might end up with a recommendation for a Body Detox Clinic or if you luckier you could receive directions to a Mexican wrestling match with fetish cabaret. Whatever the hint, rest assured the experience will be definitely off-beat. The agency behind it is Profero.
It’s difficult and engaging enough to make you play at least a couple of times while keeping an eye on the collection of MINI cars parked along the street.
If you’re based in London and you’re tired of having everyday the same lunch, discover MINI’s alternative proposals. On the other lunch break you will discover a series of activities organized to make you experience something new during lunch break. For example today, you can take the challenge and try to beat a lie detector. If today you are busy, then in two weeks time you can take a special class to learn how to tactfully decline proposals… The lunch alternative ideas sounds pretty funny, but once again what’s interesting to point out is MINI’s ability to create offline experiences worth participating and even simply talking about. And this, for an aspirational brand like MINI already means “mission accomplished”.
In about 16600 seconds the next MINIvideo will be played on www.theotherview.co.uk (counting from now, September 28th at 11.20 am CET). The exclusive, weird and, let me say, brave teaser campaign launched by Profero to promote the Clubman model to be launched next November, consists of a series of 15 second videos that look at things from a different perspective. The catch is, they will be releasing one video per week for 6 weeks, and the video will be so exclusive, it will only be available for 1 minute a week. The time is judged by the clock on your computer so for the launch, when the users clock turns 3pm GMT (tomorrow’s time for example) the video will automatically start playing. If a user comes in 3 seconds into the sequence then they will see the video 3 seconds in. There is a counter on the site that counts back in seconds to when the doors will open. The whole thing looks quite crazy, and I must say that expecting visitors to check back a site on such a precise timing is quite too brave for my careful marketing attitude… let’s wait and see who’s right!
MINI is a cool brand, which invests a lot in presenting itself associated to lifestyle, art, innovation and music. I admire the way they communicate and the moderate bravery of their web efforts. A few weeks we saw the Hammer & Coop idea (a sort of parody on Knight Rider meeting Starsky & Hutch), now from Germany, Markus tells me about Def Mini Records, a virtual (fake) record label launched by the agencies Interone Worldwide and .start. The site hasn’t got any reference to MINI (just the name of the label) but features a series of emerging (?!) bands who don’t sing about peace, love or life, but simply sing to celebrate the new MINI: it’s reliable, it’s safe, it’s fun to drive. Discover the new stars Runflat and The Disc Brakes, and meet the Terence Trust.
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