This week marks MINI Cooper’s 51st Birthday! Happy Birthday MINI!
Truthfully, MINI Cooper continues to extend the brand experience and offer magnificent examples of establishing global connections with a most perfectly unique MINI approach.
Connectors do not always have to be in the form of b2c communications and certainly not focused on only one platform. MINI Cooper has created lasting MINI-to-MINI connections by investing in people and trusting them with the MINI brand.
Encouraging MINI-To-MINI not only creates sustainable dialogues, but also nurtures MINI owners and their role in all things MINI. Sometimes the absence of the brand’s communication isn’t even noticed. MINI Cooper’s ability to strategically participate or stimulate discussion is brilliant.
MINI USA shaped MINI TAKES THE STATES 2010 to proactively involve MINI owners. On August 5th enthusiasts motored their way across the US with a final destination set for August 13th for a motoring festival in Denver. The rallies started in five major cities and were led by a new MINI Countryman. The goal…Bringing people together – for the love of all things MINI.
Personal accounts of “MINI Takes The States” created a genuine perspective of this motoring adventure. For those unable to attend, the personal MINI-to-MINI dialogues helped them to feel like a part of the celebrations.
- MINI Cooper ranks high among owners/enthusiasts that created personal social media spaces dedicated to a MINI life.
- Twitter feeds and facebook accounts detail daily life of these MINIs and their drivers
- Owners share experiences, ideas and suggestions.
- Even the MINIs themselves manage to connect on a regular basis.
“After some gun fighting entertainment at Boot Hill, the Eastern Route enjoyed a lovely outdoor barbecue courtesy of MINI USA last night”
“As we packed our MINIs and departed for this morning’s rally point, a brief sun shower gave way to two beautiful rainbows. We knew then it was going to be a great day. You could feel the excitement as we prepared to ‘get the heck of out Dodge’ and motor to our final MTTS destination, Denver”
“Had an incredible time with incredible people during MTTS 2010!!! Thank you MINI USA!!!! Going thru serious withdrawal right now, but can’t wait till the next one…..or maybe MINI United next summer!” (Facebook)
I was thrilled to take on the MINI Cooper exploration duties during the writing phase of Collaboration and Co-Creation. We highlight examples of MINI Cooper’s smartly coordinated 50th birthday events and their ability to inspire adjacent spaces though MINI Space.
MINI Space is an urban initiative by MINI. People collectively participate in creative projects, competitions, events and parties. The mindset is nurtured and people do stay involved in “Creative Use of Space”. MINI’s capacity to simply connect creative people, helps them to offer emotional MINI-to-MINI connectors that a brand may not be able to offer.
“In a nutshell, this website is a hub for connecting creative people, events and projects” – MINI Space
Another great news account of MTTS http://www.ksl.com/?nid=148&sid=11953813&hl=1