The online edition of BusinessWeek has a piece about MINI’s new advertising campaign Hammer & Coop.  Here’s an excerpt:

Webisodic marketing is part of a crucial trend toward advertisers creating engaging content rather than interruptive ad messages. And MINI has been a leader in this transformation of the ad and marketing business. But the first hurdle to making brand content successful is actually getting the creative idea correct in the first place. Even if the distribution of this idea is executed perfectly, I am arguing that it’s a bad idea and a total miss for this special and successful brand.

[ MINI’s Marketing Misfire
] Businessweek