My personal favorite: MINI marketing
Wednesday, February 17, 2010 | by Sara
Everyone who knows me knows I love my MINI Cooper. It's not just love love, it's L. O. V. E. love. Sure the car is appealing and fun to drive. But the marketing that comes with it is always just as fun and appealing. From the giant construction cone in the show room that makes the car look even smaller than it's 145.6 inches to the mailing I recieved a few days after purchase that read: "You can stop pinching yourself. It's yours." I think it was in Demark where they actually had a campaign where they put MINI-sized cardboard boxes out on the street with torn bows on them, making it look like someone got a MINI for Christmas and it came in the box.
Check out some of their ads here.
I just traded in my 2006 MINI for a 2010. It came with lollipops in the cup holder (mini dum dums, of course--courtesy of my very fun MINI Motoring Advisor, Dave Delaney), and there was a gift in the glove box for me. A mini thumb drive. It had some welcome videos on it describing a few of the idosyncracies of the car--like how you pull the door handle twice to get out (once to unlock, again to open). The videos were actually quite boring for MINI. But once you're done with them you have a cool little thumb drive branded with the MINI Cooper logo.
I can't wait to see what happens now that I just bought a new one. Will they keep showing me the love or will they figure I'm a lifer and start ignoring me? In the meantime, I'll motor on.
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