Mini Cooper Riding The Social Wave

Posted: August 12, 2012 in Case Studies
Tags: , , , , , , ,

I am a great fan of gamification and guerrilla advertising. Making it no surprise that I am a fan of Mini Cooper’s advertising campaigns. Here are some amazing examples of their past ads.

The objective of this case study is to shed light on how they have rode the social wave like a boss. Most of Mini’s campaigns have very strong emphasis on word of mouth to spread the campaign message.

In 2002, Mini used unconventional tactics to create a buzz for its retro-looking Mini Cooper. At that time it meant creative billboards with an actual Mini stuck on them, innovative magazine and newspaper inserts that consumers can detach to share and 45 to 60 second cinema spots. The campaigns managed to generate hype but the reach was generally confined nationally.

In 2003, Mini moved their brilliance online. Recognizing the rise of Internet consumption and the shift of more advertising dollars to online, they broke free from standard banners and executed a digital campaign that cut through the cluttered digital space. With the traditional ad pop ups becoming a norm, they created their ad pop up to  spin and flip onto the screen instead. Breaking the monotony and then engaging the consumer with an interactive banner showcasing the Mini’s attributes. The result? A fun and unique experience online. The campaign went viral and was spread globally.

Then came the social networking era. With social media becoming one of the primary channels of communication and with a  user spending an average of 15 hours and 33 minutes per month on social sites. Mini knew they had to engage users where they thrive.

In 2010, Mini embraced social media and took Stockholm by storm, transforming it into a living game board for 7 days. Offering a Mini Countryman as the grand prize.

A great example of gamification and the application of social media. Apart from traditional advertising, the game got around through the use of Youtube. A video was uploaded explaining how the app worked and quickly got over 100,000 views. They also teamed with a radio station and the radio hosts talked about the campaign each day the week before it started, and followed it during the whole game week. But they knew the campaign needed additional social boost. Enter Tejbz, one of the world’s most successful and hyped gamers with more than 129,000 fans on his page. They engaged him to play the game and spread the word.

The result?
– During the game week 11,413 people participated.
– The virtual MINI was transported nearly 1,500 physical kilometers.
– Average gaming time was 5 hours and 6 minutes per person.
– People from 90 countries followed the game on our website minigetawaystockholm.com.
– Sales increased with 108% the first quarter after the campaign (record sales in Sweden).

For their creative use of social media, the Mini campaign won numerous awards. What really set their campaign apart is the simplicity and the revival of a childhood game. They reduced the number of hoops the consumers have to go through so that they can go straight to the fun. In short, Mini placed the consumers’ fun ahead of all else. With such success in Stockholm, they revived the game last year and brought it to Tokyo.

Sure hope that I’ll get a chance to play it soon.

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Comments
  1. […] of ways advertisers can use geolocational capabilities within their ad campaigns. Like the MINI getaway case study I did, this Nestle ad campaign is another great […]

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