"I think it's fair to say this is the most anticipated launch in the history of Mini in the U.S.," says Salkowsky, adding that the TV campaign runs for three months starting in April, with an out-of-home program slated for nationwide placement. "We are buying hundreds of billboards, and we are doing radio nationwide and digital on places like Flipboard, Tremor, and Crackle, properties that represent the Mini mindset."The article also advises:
An experiential component of the campaign is subsumed into the "Mini Takes the States" ride and drive program from July 26 to Aug. 9. The program, in its fourth year, will visit 16 cities, starting in San Francisco and wrapping up in Boston, per Salkowsky. "North of 7,000 people will participate,” he says, adding that for the new Hardtop in particular, experiential is an important part of the strategy, as the vehicle has big interior differences including a new connected-car/infotainment system -- elements that one can’t really experience from afar.
The company is also mulling a grassroots program where consumers can test-drive the Hardtop against the competitive set. "We have done this before, but we would do it in an original way, and invite more prospects," says Salkowski. And the company is continuing its global partnership with Burton snowboards, Channel Island surfboards, and Red Bull, with the latter to participate in a forthcoming extension of the “Final, Final Test Drive” program. Athletes will be involved.