MediaPost reports, when MINI USA chose Hearst Men's Group to work with Ray Wert, part of the team behind the viral Jeff Gordon prank videos, to create an online series starring Adrian Simpson, former host of the BBC's "Top Gear," it created the group's largest digital-only deal to date. The article claims:
This campaign represents the next level of consumer-focused content and high-quality production. Half the videos show test drives and lifestyles of real MINI owners, and some highlight the technology, performance, design and efficiencies of the car.
