Section: Marketing
Feb 10th, 2008
In case you missed the memo, the OL has undergone a HUGE transformation.
Most of you already know that I (along with Gabe) have never been a huge fan of the Owners Lounge. Before the update, the text was too small for me to read, the navigation was less than great and the message boards lacked any kind of organization.
With the update, I think it’s just as bad, but it has some really cool new features that don’t work.
Maybe it’s because I’m on a Mac running Firefox (even though I had the same problem with Safari), but I got the feeling it was still in beta. And, if this is even possible, it’s harder to read now than it was before!
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Jan 10th, 2008
A new year, a new MINI. This time in the shape of the R55, due in the States in February. So also begins new promotions for the Clubman in the US. BSSP has some fantastic things on deck for us with this new MINI.
The Clubman, Mini’s five-door, five seat hatchback, will begin to hit dealerships in Q1, and its full-swing campaign via BSSP, Sausalito, Calif., is expected to break in February.
But the gifts the company is offering are a precursor to its arrival in the U.S., and show a decidedly artsy inclination in terms of co-branding. continued →
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Dec 21st, 2007
Due to technical issues and the overall cost, MINI USA has decided to not roll-out the much heralded Motorby electronic billboards we reported on last January.
MINI USA had sent out a survey recently to hear participants thoughts but the writing had been on the wall for months now that the program would not be continued. All Billboards should be turned off and taken down around January 1st.
In an email that went out to participants today, MINI USA ends on this note:
Unfortunately, due to these outside influences, MINI USA has decided not to roll out the Motorby program to all MINI Owners. So this makes you extra special. In the meantime, hang on to your key fobs, they make good key chains.
Related:
[ MINI USA’s Motorboards ] MotoringFile
Nov 7th, 2007
We reported on this a while back.
MINI 37 - Arcade Racer. Uncompromised Street Cred. Choose any MINI you can buy in a showroom, from the Cooper hatch to the Cooper S convertible. Customise it to your individual taste, from body colour to wheel style, bonnet stripes to panoramic sunroof. Race against your friends, or the computer - power sliding, speed boosting, getting serious air time as you ramp over jumps, negotiate tricky turns, and ultimately win. All set where you live, work and play.
Well, as it turns out, the game is ready! As reported by our friends over at MINI2.co.za.
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Sep 27th, 2007
Just because the MINI Clubman is a bit more practical doesn’t mean the marketing won’t be any less unconventional. Starting Friday September 28th 2007 at 4pm GMT MINI will release a weekly 15-second surrealist interpretation of an everyday event that will only be available on The Other View site for one minute. Be sure to check it out.
[ The Other View ] MINI UK
(via Cool Hunting)
Sep 25th, 2007
MINI’s latest flavor of viral web marketing, the MINI Preventerizer is now live. Check it out the site and the faux infomercial below and uh… go preventerizer.
[ MINI Preventerizer ] MINI
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Sep 21st, 2007
Taken from the MySpace page devoted to the ad:
The ‘Messeturm’ and MINI Clubman - giant projections over Frankfurt. This unique project was part of the innovative launch campaign for the IAA. The projection was seen 100 meters above the ground, covering 10 stories of the building, with a height of 40 meters. It gave the city a new, unmistakable face for the IAA motor show.
As a result of high pressure caused by competitors, this projection of the interactive MINI Clubman movie has been banned by the city after three days of playing. continued →
Sep 12th, 2007
MINI does have some creative advertising agencies. Winding Road has some interesting shots as MINI gets ready to debut the Clubman in Frankfurt later this month.
Consider this to be ad agency Saachi & Saachi’s take on Cadillac Ranch, the iconic open air art spectacle in Texas. We caught the installation in mid-assembly, where construction workers were busily arranging the three-quarter Clubman carcasses on a plinth for display. As of this morning, the display wasn’t finished, but we expect the metal supports to be removed, and the plywood stand to be covered with gravel or some sort of creative ground cover.
[ Clubman Ranch ] Windingroad.com
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Jul 7th, 2007
MINI USA has sent a note out to US dealers confirming the new Clubman ads as seen on MotoringFile recently. In fact the officially bulletin actually mentions YouTube and MotoringFile by name as places you’ll be seeing these new ads.
Also in the release is confirmation on news we heard awhile back that MINI USA’s ad agency BSSP will be working on the worldwide launch of the clubman. A MotoringFile tip of the hat to all those at the agency who helped with the win.
Here’s the full bulletin:
In support of the MINI Clubman, which is launching overseas in November of 2007, European markets are running 30 second teaser videos online as part of the “One of These Things” viral marketing campaign. The videos are humorous parodies using the familiar tune, “One of these things is not like the other, one of these things just doesn’t belong…” with the message that the new R55 clearly stands out from others in the crowd. continued →
Jun 13th, 2007
From today’s Adage:
Butler, Shine, Stern & Partners won the $100,000 grand prize in the 26th annual Kelly Awards today, taking the top honor for its Mini USA “Covert” campaign.
The Butler Shine campaign for BMW’s Mini was designed to build brand evangelism among existing customers by running ads with coded messages — decipherable only by 150,000 Mini owners who were sent decoder kits in the mail. The agency got another Kelly in the best full-page campaign category for a separate Mini effort, “Shared Space.” The Kelly wins makes for an especially good week around Butler Shine offices; the “Covert” campaign was also honored at last Thursday’s Effie Awards.
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Apr 17th, 2007
Adweek offers a fantastic glimpse into the inner works of MINI’s advertising agency BSSP. Anyone interested in advertising, media or even just how ideas are born, it’s worth a click. Here’s an excerpt:
First up is the weekly report on the “Hammer & Coop” campaign. The brand’s primary marketing effort, its consists of a series of six connected Webisodes parodying 1970s car-centric TV action shows (it launched in February with corresponding print, outdoor and in-theater work). The news is good, reports Traci Hill, associate strategy director with Influx, the agency’s strategic consulting division: online traffic to Mini microsites is up about 15 percent compared to the week before, and the number of people who configured a Mini online is up 50 percent. An average of 15,000 people view the videos every day. (The percentage jumps are similar to previous weeks’ tallies.) The surprise is that views to the “Hammer & Coop” trailer and episodes posted on MySpace and YouTube are up almost 25 percent.
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Apr 11th, 2007
New media weblog NewTeeVee.com has some commentary on why H&C Succeeds where so many other brands have failed recently:
MINI, maker of the retro Cooper S, approached viral advertising with no pretensions and a high production value to yield an entertaining bit of fluff. Inspired by the car culture of ’70s and ’80s exploitation films, company’s ‘Hammer and Coop’Â ad campaign took advantage of a longer-form medium to showcase a large number of technical improvements in the 2007 Mini Cooper across a six webisode arc.
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Apr 6th, 2007
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Apr 4th, 2007
After a month’s delay, MINI USA’s first Motorby Key-fobs will be arriving in the hands of the owners selected for the pilot program this week. Participants will receive an envelope that contains one black box. Upon opening the box, owners will be greeted with the theme to a 2001 Space Odyssey (no joke) and their new key-fob. Also inside the box that is also a short note and simple instructions on how everything works. It’s executed in the classic MINI campaign language we’ve all come to know and love. Here’s an excerpt:
Take a minute. Let it soak in. Maybe even give yourself a high-five. For you, the roadways will never be the same again.
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