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Mini – promoting Mini’s first 3D film to a global audience

  • 100,000 views on YouTube in two weeks.
  • Total views exceeded 650,000 in three months.

Mini vs. monster film

CHALLENGE

The challenge was to promote MINI’s first 3D film (developed for US cinemas) and reach a global audience. To drive as many people to MINI’s YouTube channel as possible to view the MINI vs. Monster film and to create a social media campaign that would amplify the MINI vs. Monster concept around the world…

We took the film concept and footage, created a ‘story’ that would generate online conversation and offered it as an exclusive to the New York Times. We also scripted a Facebook soap opera to engage MINI fans using characters from the film and amplified this through traditional methods and online media coverage via Twitter, Facebook, YouTube & other social destinationss

RESULTS

  • 100,000 views on YouTube in two weeks.
  • Total views exceeded 650,000 in three months.
  • More than 126 press and blogs published.
  • Blogger outreach reached 17 million people in 16 countries.
  • Facebook soap opera received over 2,292 likes
  • Estimated Twitter reach of 175,000

100,000 views on YouTube in two weeks

Blogger outreach up to 17 million in 16 countries