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.
>…Suggestions are bounced around as the team picks up steam-a video of the best stunts from the shows, someone suggests, or how about a video of the filming of the series, says someone else, or maybe a collector DVD and an online banner with the sexy car wash scene and music from the show?
>Lori Pisani, account supervisor, points out the financial and legal limitations of downloading the series’ song, “Heat of the Moment,” and the group peppers her with questions. Occasionally someone turns to Heather Ruder, head of interactive production with the agency’s interactive division, SFI, to ask if something is technically feasible. Pretty soon the energy level has gone up exponentially; they’re even finishing each other’s sentences.
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