Official Release: Commissioned by the MINI brand and on behalf of the ICEHOTEL in Lapland, Sweden, DesignworksUSA has created a deluxe hotel suite made of ice and snow. Each year the ICEHOTEL invites artists and partners to design individual rooms that turn the hotel into a unique place of inspiration. For the 2013/2014 winter season a MINI deluxe suite was designed and implemented by the wholly owned BMW Group subsidiary DesignworksUSA.
Official news from MINI: 2013 sees MINI partnering the Kitesurf Tour Europe once again and picking up from last year’s shared success. MINI began backing one of Europe’s fastest-growing trend sports in 2012, the world’s first car maker to do so. The MINI Kitesurf Tour Europe 2013 is the official European kitesurfing championship and a showcase for the most outstanding kitesurfers in the Freestyle and Racing disciplines. The competition comprises four stages, the first of which will be held from 30 May to 2 June 2013 in Almanarre Bay, one of France’s most popular windsurfing and kitesurfing spots.
BMW and MINI are heavily involved with the 2012 London Olympics. They’re officially handling much of the transportation logistics for the games, and they even participated in the opening ceremonies. The BMW Group fleet involved in the games has been mostly electric, with MINI Es coming out of retirement, as well as BMW ActiveE vehicles taking people to and fro. Turns out, however, there’s one more flavor of electric MINI getting involved in the games, and it’s the most mini MINI yet: a 1/4 scale radio controlled MINI hatch.
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 →
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 →
MINI’s recent event in Detroit was just the beginning of the brand’s association with Red Bull’s “Art of Motion”. But what is it exactly? MINI USA and free runner Levi Meeuwenberg explain in the video above.
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