MINI USA is getting back to its old ways of interesting and unconventional marketing tactics. Today the brand is take the wraps off a campaign that features a “Looking Glass Bus” and an Augmented Reality experience. Read on for the full details see what cities it’s coming to.
As the new MY 2022 MINI Hardtops and MINI Convertibles reach dealerships around the country, MINI USA has launched a pair of attention-grabbing activations to showcase the new vehicles as part of a two-month campaign that started in April. The campaign includes digital and out-of-home activations in key markets across the country, including Boston, Chicago, Dallas, Los Angeles, and San Francisco.
The Looking Glass Bus
The MINI “Looking Glass” bus is a double decker bus wrapped in MINI’s new Zesty Yellow cover with a new Zesty Yellow 2022 MINI Convertible visible through large panes of glass and situated between two large SUVs. The message on the side of the bus – “Who says you can’t find parking in NYC” – brings to light MINI’s famous track record as a compact and feisty city car. The bus is driving through the bustling streets of New York City through May 31,
“MINI is known for being disruptive and we wanted to go back to our heritage by being bold and showing off our new model in an unforgettable and relatable way,” said Rahul Mahtani, Communications Manager, MINI USA. “Not only is the Zesty Yellow convertible eye catching in color, but it’s the perfect vehicle for the warmer weather.”
City dwellers and tourists alike will be able to catch the eye-catching Zesty Yellow bus making its trek from the Financial District to the Upper East Side each day from 12 pm to 8 pm EST, making appearances at iconic sites like the New York Stock Exchange and the Rockefeller Center throughout the week.
For MINI fans in the other 49 states, the MY 2022 MINI Hardtop 2 Door will also be available for viewing thanks to a new augmented reality integration with Google that allows MINI enthusiasts and prospective buyers to view the upcoming MY 2022 MINI Hardtop 2 Door in unprecedented digital detail. This new AR integration was an innovative collaboration with Free Range Games and Universal McCann. When consumers search MINI Cooper in Google, they will now have the option to inspect the MY 2022 Hardtop 2 Door through Google’s augmented reality platform. Created with UNREAL Engine, the digital models offer online shoppers a unique opportunity to get up close and personal with MINI Hardtop 2 Door before even setting foot in a dealership.
“Customers are doing more and more research before they even step into a dealership,” added Mahtani. “We want to show up where customers are at, and if that means having a MINI show up in their living room, we’ll be there.”