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: 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 →
Sections: Sponsorship, Video Sep 7th, 2011 No Comments 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.
Sections: Official News, Sponsorship Jul 11th, 2011 4 Comments 
MINI and Red Bull have teamed up yet again to bring the world another unconventional sports series. This time, it’s free-running and parcour. Competitors run a street course one and are judged on flow, athleticism and the sheer spectacle of their maneuvers. A MINI is even integrated into the course. As part of the judging, the MINI Sickest Trick Award is presented to the athlete with the most spectacular feat of foot. More details after the break. continued →
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