With first two episodes slowly making their way out into the world via the web, it looks like media coverage of Hammer & Coop is about toe erupt. Here’s the first we’ve seen (from Marketing Daily):
The films, which are directed by “Starsky & Hutch” movie director Todd Phillips and star Bryan Callen, are at www.hammerandcoop.com.
Next month, Mini will release a faux music video for Eighties band Asia’s “Heat of the Moment,” which will be featured in the last film.
The episodes parody Seventies action TV shows like “Mannix,” and are shot with a deliberately low-budget look. They follow the exploits of Hammer–who, in the first episodes, is being chased around L.A. by burly goons in a pickup truck.
A national campaign supporting the Web films–via Mini USA’s ad agency of one year, Butler, Shine, Stern and Partners–includes trailers running in 1,900 cinemas through March; billboards in New York’s Times Square, on Sunset Boulevard and in Miami; movie posters, print ads; Internet campaigns on MySpace, YouTube, and accessories and merchandise for sale online.
Mini plans a March-issue print push to increase visibility, given the brand’s history of favoring quirky and whimsical one-offs over spectacles. Instead of Mini’s slaloming around binding staples or careening around magazine margins–signature Mini advertising during Crispin Porter + Bogusky’s purview of the brand–Mini will run something of a print roadblock.
Rolling Stone magazine will run an issue in March in which the Hammer & Coop films will be pitched on both front and back covers, and in 10 full-color pages within the magazine; an eight-page spread on the films, with a fashion theme, will run in March issues of Maxim, Stuff, and Blender; Premiere magazine will run a faux cover and five pages of “coverage” by staff; and Health magazine will integrate the campaign into its highly read monthly workout poster.
You can read the entire article here:[ BMW’s Mini Launches Online Films ] Marketing Daily