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As many of you know, MINI made a sizable marketing investment in the Super Bowl this year — running an ad as well as giving away tickets to “the big game.” MINI also threw a Bootparty to celebrate and it included some game day themed MINIs that we’re told we’ll see round the country at similar events in the future. Looks like good times.
<p>Looks my friend Jennifer Apon in pic 7/13 right hand lower corner with glasses and scarf. How kool is that!</p>
<p>I also noticed that they stole MF’s logo shown on pic 4/13 and what’s with the BUTT UGLY graphics in pic 11/13? GAD?</p>
<p>I’d love to know what the MINI internal discussions have been with thier advertising company over how much was spent on the superbowl campaign vs what MINI got for the effort.</p>
<p>Matt</p>
<p>Second that Matt, I have to figure MINI and MINIUSA sure lost a ton of funds for a very minimal gain. Also not sure which executives at MINI are sweating this too after approving what can only be called a advertising disaster.</p>
<p>Apparently Mini blew its promo wad on this. The pulled all their ads from MC2 magazine stating they were done for the year on advertising.</p>
<p>No pictures of the playboy party? My customer sent me a link to them – looked like lots of fun.</p>
p>@greg</p
<p>If it is true that MINI spent its entire budget on the superbowl effort, then I think it was in fact a poor decision. The Countryman ad was clearly controversial on this site, but I think to the general public it was just not memorable. I bet you could poll a random sample of superbowl viewers and very few (if any) would remember the ad.</p>
<p>In my opinion, they should have stayed out of the superbowl given their small budget. Or, if they did it, it should have been a much more powerful brand message rather than a (not so) “cute” and “gimmicky” ad. If that was too much to pull off, they should have done a modern remake of the bulldog ad from the first gen. Ads with dogs are usually very popular in the superbowl (who doesn’t remember one of the ads featuring a dog this year?), and a cute bulldog ad would have certainly generated some buzz.</p>
<p>this is the 1st gen ad I was referring to: <a href="http://www.youtube.com/watch?v=a-zPz7ShAR4" rel="nofollow ugc">http://www.youtube.com/watch?v=a-zPz7ShAR4</a></p>
<p>Couldn’t agree more. What a waste of $ on that classless SB embarrassment. A quick ad of a bulldog sitting in a CM would have caught mores eyes, been memorable, and not alienated the Mini people who actually have some grey matter.</p>
<p>Was the “Stuff it in the Boot” really a disaster? It has gotten a lot of coverage. Attention of any kind is a good thing, right? It got peoples attention and got them talking.</p>
<p>Could they have done that a different way, maybe.</p>
<p>Question that has to be asked, who at MINI/NA approved the ad? Does he still have a job? With MINI?</p>