Sections: Marketing, R59 (Roadster), Video Apr 11th, 2012 7 Comments 
Last week we posted photos of MINI’s latest environmental advertising installation — a “peep show” for the new MINI Roadster. Well as per usual with this sort of thing, pics are great, but video is better. Hit the jump for completely SFW topless action. continued →
Sections: Marketing, R59 (Roadster) Apr 3rd, 2012 No Comments 
Think the new MINI Roadster is sexy? You’re not alone. Residents in Hollywood are being enticed this week to take a peep at MINI’s newest topless model. Replete with double entendre, this latest bit of environmental advertising is one in a long line of such stunts put on by MINI USA. At least you don’t have to put in a quarter.
[Official Release] Enhancing its reputation as a fun-loving, cheeky, and often mischievous brand, MINI is revealing its new Roadster model in a racy, alluring way at a prime Los Angeles location. continued →
Sections: Best of the Web, Marketing, Video Mar 26th, 2012 2 Comments 
We’ve been celebrating 10 years of MINI USA over the past week here at MotoringFile, but let’s not forget, it’s MINI’s birthday all over the world. The fine folks at MINI Canada celebrated in fine style by surprising MINI owners at stop lights with a miniature street party. Click past the jump for the video. continued →
Sections: JCW, Marketing, R60 (Countryman), Video Mar 23rd, 2012 3 Comments 
Wing suit + Countryman JCW = a new kind of human flight? If this video isn’t an episode of Mythbusters waiting to happen, I don’t know what is. What do you think? Did any of this actually happen? Is it just another clever would-be viral video, or did these two guys really go Rocket J. Squirrel in the desert? You be the judge.
Watch the mayhem after the jump. continued →
Sections: Sponsorship, Video Mar 18th, 2012 6 Comments 
The boys from the Red Bull Crashed Ice series got together on the a frozen lake with a Countryman JCW for a bit of unconventional “training.” Those unfamiliar with the sport, think of it as the cross-pollination of ice hockey and luge. Video after the jump. continued →
Sections: Awards, Marketing Mar 16th, 2012 3 Comments 
For those outside the industry, the Addy Awards are a local, regional and national awards program that honors creative work around the country. Recently, MINI USA’s agency, Butler Shine Stern & Partners (BSSP) took home top awards in five categories — including television, and out-of-home — at the San Francisco Addy awards. Taking home 11 awards total, honors were concentrated around two campaigns: MINI Rocks the Rivals, and the Coupé launch — including the space shuttle-inspired installation in NYC. These are not the first advertising awards for BSSP and certainly not the first for the MINI brand, so congrats all around. See the full list of award wins here.
Sections: In the Press, Sponsorship Feb 9th, 2012 9 Comments 
Great marketing is often a balancing act. Play it too safe and you’re boring. Push the envelope too much, and you’ll embarrass your brand and even lose customers. Sometimes, it’s the little, seemingly innocuous things that can blow up in the marketer’s face. Take for instance, a recent sponsorship stunt undertaken by one of MINI’s European agencies, Sassenbach. The German Institute of Meteorology offered “Adopt-a-Vortex”, where companies can do a naming sponsorship on a storm front for an economical €299. What would be the harm? The proceeds even help fund Berlin’s Free University. A front blows through, your name is on it during the weather reports. Cheap advertising, right? Well it’s all fun and games until your sponsored front (called “Cooper”) turns out to be a major winter storm and kills more than 100 people across Europe. continued →
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