MotoringFile
M7 Tuning

Section: Marketing

MINI USA Owners Lounge Updated

MotoringFile Sections: Best of the Web, Marketing Feb 10th, 2008 11 Comments

picture-6.pngIn 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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US Clubman Advertising Begins

MotoringFile Sections: In the Press, Marketing, R55 Jan 10th, 2008 8 Comments

recordmini.jpg

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.

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MINI Magnetic Badges

MINI USA’s Motorby Program Cancelled

MotoringFile Sections: Marketing Dec 21st, 2007 10 Comments

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

MINI 37 Ready to Play

MotoringFile Sections: Best of the Web, Marketing Nov 7th, 2007 16 Comments

mini37

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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Out Motoring

The Other View

MotoringFile Sections: Marketing Sep 27th, 2007 4 Comments

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)

MINI Preventerizer

MotoringFile Sections: Marketing, Video Sep 25th, 2007 14 Comments

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

Prestige MINI

MINI’s Latest Clubman Ad Banned at the Frankfurt IAA Motorshow

MotoringFile Sections: Marketing Sep 21st, 2007 17 Comments

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.

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MINI Clubman Ranch

MotoringFile Sections: Best of the Web, Marketing, R55 Sep 12th, 2007 16 Comments

clubhenge.jpg

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

Minspeed.net

MINI USA Confirms New Clubman Ads

MotoringFile Sections: Marketing, Official News Jul 7th, 2007 9 Comments

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.

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BSSP Wins for MINI “Covert” Campaign

MotoringFile Sections: Awards, Marketing Jun 13th, 2007 14 Comments

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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MINI USA’s Agency BSSP Featured in Adweek

MotoringFile Sections: Marketing Apr 17th, 2007 4 Comments

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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Fox News Chicago Covers Motorby Billboards

MotoringFile Sections: Marketing Apr 12th, 2007 25 Comments

And they totally butcher my name.

Hammer & Coop: Kitsch Sells

MotoringFile Sections: Marketing Apr 11th, 2007 6 Comments

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’ 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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MINI USA’s Motorby Billboard in Action

MotoringFile Sections: Marketing Apr 6th, 2007 18 Comments

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MINI USA’s Motorby Key-fobs Arrive

MotoringFile Sections: Marketing Apr 4th, 2007 32 Comments

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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Previous Select MF Features

2007
MINI Officially Updates Line-up for 2008
New Models & Production Locations Confirmed
MotoringFile's MINI United Coverage
2007 JCW Kit Officially Announced
MINI's Top Secret Colorado Project
2009 Factory JCW MCS (Stage II)
More MINI Variants Officially Confirmed
MINI Clubman Official Photos and Specs
R56 Pedestrian Crash Analysis
Future JCW Vehicles Revealed
MINI USA's Motorby Pilot Program
MINI Clubman Update & Sketch
BMW To Re-Brand JCW
2007 MINI MotoringFile Q&A
MINI One and MINI Cooper D Now Official
2007 MINI Reader Reviews
2007 MINI USA Pricing and Options
MINI Unveils the Sidewalk

2006
MF Design Analysis: 2007 MINI
2007 JCW Accessories Revealed
MINI Names the R55: The Clubman 2007 MINI In Detail (Part 2 / Part 3)
2007 MINI Official Photos (Part 2 / Part 3)
2007 MINI Drops Weight
Official 2007 MINI UK PDFs
2007 Nav Includes iDrive-Like Controller
2007 US Market Options Packages
Hey Stracco: The Interview
Let's Plan: MINI Clubs & MTTS
MINI's Official R56 Preview Photos
MINI's Official R56 Preview
Next Generation MINI Revealed (#2)
'07 MC & MCS Spotted in Death Valley
2007 MINI Color List (US Market)
'07 MINI Gets More Power/Less Weight
MF Review: MINIs on the Dragon
MINI USA Releases JCW GP Pricing
JCW Cooper S Long Term Review
Seven New Colors for 2007
MINI Release Info on Next Gen Engines
Chicago Autoshow Gallery
JCW GP at Geneva (final release info)
2006 JCW Product Info
MINI Concept Detroit - In Detail
MINI Sourced Triump Still Years Away
US Connection for MINI's new Roadster
First MINI Now Triumph?
More News on the MINI Triumph Concept

2005
Behind the Wheel of the 2007 MINI
MINI Concept Tokyo - In Detail
MINI Concept Frankfurt - In Detail
Driven: The Nürburgring Nordschleife
MINI Wins at Targe Newfoundland
2006 JCW Accessories
US Market Color Changes for 2006
Getrag's All Wheel Drive MINI In Depth
BMW/MINI to Buy JCW?
Official 2006 MINIUSA Pricing
Special Editions/Package for 2006
Checkmate Options Package (USA)
JCW Direct From to the Factory in '06
Tips on How to Sell Your MINI
2006 Model Year Timeline
MINI's 2006 Color Changes
Next Generation MINI Revealed
Official MINI Armrest Revealed
MotoringFile Review: MCS Auto

2004
Details on the MCS Limited Slip Dif
MotoringFile 2004 Holiday Gift Guide
Getrag Tests All-Wheel Drive MINI
Q&A on the OutMotoring ARC Armrest
2005 Chicago Auto Show / Gallery
MINI USA's JCW GP Delivery Program
2005 MINI Changes
The Cabrio In Depth / Gallery
Special Edition MC40 / Gallery
MINI Plant Tour Review
Hood Rub Service Bulletin
2004 Chicago Auto Show / Gallery

2003
MINI Accessory Additions for 2004
CVT Paddles Retrofit
2005 MINI Spotted
Rear Fogs Almost Here
New Prince Engine Caught Testing
MINI Releases Hood Rub Bulletin
MINI_Motion Launched
MINI Conquers Snow and Ice
MINI One D Announced
MINI Named North American Car of the Year
Helix Minisports
Otto's MINI

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R50 ('02-'06 MC) Buyers Guide
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MotoringFile Reviews

Auto Reviews:
'08 MINI Clubman
Comparison: '08 BMW 135i
'06 R53 MCS vs '07 R56 MCS
'07 R56 JCW (Stage 1)
'07 MINI Cooper S Long Term
'07 BMW Z4 M Coupe
'07 MINI Cooper & Cooper S
Audio: '07 MC/MCS at the Track
'06 JCW GP Long term
Reader Review: JCW GP
'06 JCW Cooper S Long Term
Comparison: '06 Lotus Elise
Comparison: '06 Mazda MX5
Comparison: '06 UK Focus ST
Comparison: '06 Civic Si
Comparison: '04 TVR T350
Comparison: '06 Nissan 350z
Comparison: '06 VW GTI w/DSG
Podcast: Cooper S Auto
Podcast: BMW 325i
Podcast: JCW MC Soundkit
'04 JCW MINI Cooper Tuning Kit
'05 MCS: One Month Review
'05 MCS Auto
'05 JCW S 1st Drive
'05 MINI Cooper
'05 MCS Conv. Long Term
'05 MINI Cooper S
'05 MCS Cabrio 1st Drive
'04 JCW MCS First Drive
'04 MC w/JCW Tuning Kit
BMW M3 SMG Vs. MCS
'04 MINI Cooper CVT
'02 MCS 3 year Review
Autocrossing the MINI Range

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Performance Accessories:
R56 JCW Suspension (Track)
R56 JCW Suspension (Street)
R53 Craven Speed Short Shifter
R53 M7 Understrut System
Kumho Ecsta SPT Tires
R53 M7 Strut Tower Plates
R53 JCW Alcantara Wheel
R53 JCW Brake Kit
R53 Webb 15% Pulley
R53 Helix MCSa 15% Pulley
R53 H-Sport 19mm Sway Bar
R53 MCS Supersprint Exhaust
Podcast: R53 MCS SS Exhaust
R53 JCW Cold Air Intake
Reader Rev.: R53 JCW Brakes
R50 Supersprint Exhaust
R50 Remus Exhaust
R50 Promini Intake
R50 Remus Dual Exhaust
Schroth Harness System
R50 CVT Steering Wheel Paddles

Exterior Accessories:
Miniature's Receiver Hitch
OEM White Tail Lights

Lifestyle Accessories:
MINI_Motion Watch
MINI_Motion Driving Shoe

Audio:
MINI Digital SoundModul
ICE-Link Plus iPod Adapter
Official BMW/iPod adapter
ICE-Link iPod Adapter
Kenwood iPod Interface
Alpine iPod Interface
Harman Kardon Stereo

Interior Accessories:
JCW Alcantara Steering Wheel JCW Leather Dash
MCAW Auto Up Circuit
MINI Rear Camera
MINI Rear Saddle (official)
MINI Rear Cargo Storage Case
Official MINI Rear Saddle Bag
2004 MINI Armrest Reviewed
Mymini Knee Pad
MINI Bluetooth Kit
MINI Video Input
Aftermarket Bluetooth Integration
Ian Cull Auto-up Circuit
Universal Mobile Phone Holder

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MINI Model Number Cheat Sheet:

1st Gen MINI
R50: One & MC Coupe
R52: All 1st Gen MINI Convt.
R53: MCS Coupe
2nd Gen MINI
R55: Clubman
R56: One/MC/MCS Coupe
R57: One/MC/MCS Convt.
R60: MINI SUV