“It’s tricky to react quickly. So brands should be prepared to be spontaneous”, said Lee Nadler, marketing communications manager at MINI USA. He offered that advice, along with creative content and marketing tips, at ANA’s recent Real-Time Marketing Conference in New York.
The petite (aka “itty biggy”) British car brand has maximized its U.S. presence. When MINI first launched here 12 years ago, they threw a party, jointly hosted with The New Yorker magazine, at a showroom venue in Manhattan’s up-and-coming Chelsea neighborhood. “MINI works of art” featured several MINI cars where artists had painted the roofs with “you-nique” themes.
Fast forwarding to 2013, how does MINI’s lean marketing and comms staff and agency (Beam Interactive) stay ever-so-clever on real-time’s race track? For starters, check out this video about the car’s soon-to-be-redesigned MINI Hard Top model creative contest. The MINI Final Test Test Drives clip shows the brand’s marketing and design employees’ tongue-in-cheek reactions to the crowd-sourcing concept. (video courtesy of MINI USA)
Nadler provided a road map highlighting how the MINI brand stays fresh in real-time.