Mini has launched a new UK-based campaign to promote ‘#MiniNotNormal’; the online and digital posters encourage fans to send in pictures of their Mini in unusual settings with the handle ‘#mininotnormal’.
The collaborative campaign, with Vizeum, Posterscope and Iris, includes an amazing 48,000 LED lights attached to a mini; with the little gem parading about London streaming live videos sent in via social media including Vine, Facebook and Twitter.
We see Mini’s latest marketing activity as one of the most innovative and creative campaigns this year. The promotion features imagery created and inspired by Mini fans to show the relationships consumers have with their cars and more importantly the brand. Mini is arguably one of Britain’s most iconic brands and this is yet another fantastic example of one of the most important principles in marketing - consumer engagement.
Anna Inglese, national communications and direct marketing manager at Mini, said; “The Mini brand, at its heart, is about inventiveness, excitement and fun. That’s reflected in the way people react to our products. Social media is full of amazing Mini creations; we’re simply surfacing them to show how MINI owners feel about their cars. It’s less of an ad campaign and more of a ‘thank you’ to all the creative people who love Mini.”
The campaign will run for eight weeks; although Mini has stated the digital element could run on beyond that depending on the social activity. Check out the behind the scene images here to see how much work it took to set all the LED lights up, sure must have been a cramped drive!