From today's New York Times:
From collectible sticker sets to an electronic surfing game that gets thumbs poking away at a cellphone keypad, automakers are exploring unusual – some might say bizarre – marketing programs in an effort to get their car brands noticed by consumers.
MINIUSA is promoting its products with a sheet of eight stickers, inserted into magazines, that feature cartoon images of the car, including “Muddy Mini” and “Mensa Mini.” The stickers started appearing more than three months ago and have already become popular collector items, says Andrew Cutler, a Mini spokesman. To complete the set, collectors must go to a Mini dealership and pick up the ninth sticker in the series.
You can read the entire article here however there's isn't any other MINI specific content (free registration required).
Analysis
MINIUSA is doing a brilliant site of promoting it's product in unusual ways that (a) help create a brand identity (b) get people talking about the product and (c) doesn't cost much money in relative terms. In many ways it's a text book example of how to use non-traditional advertising and marketing to create a brand. In other ways they seem to be writing the text book.
<p>Thank You …Ed “Big Daddy” Roth!</p>
<p>They are the cutting edge. Others will try to copy this aspect, so it's nice to be on the novel end of cycle. My favorite is the “Roof Decal” wheel in the New Yorker – Andre' the Giant – Yipes – what a decal!</p>
<pre><code> BCNU,
Rob in Dago
</code></pre>
<p>I love all their ads and there are many featured in the latest Communication Arts Publication.</p>
<p>I wonder how Ed Roth [www.edroth.com], Larry Lee and others would feel seeing these ads, [“Muddy Mini”, “Mensa Mini” Etc.], ripped off or proud. I think a little of both.</p>
<p>imitation is the highest form of flattery… ;)</p>
<p>Sometimes….YUP.</p>