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MINI’s Psychic Roadster Ad Goes Viral

There’s only one way to make people you can see the future, make the future.

Mini’s first ever 2-seater roadster capitalized on that.

The Mission

Mini is introducing its first ever 2-seater roadster and they know it’s not easy. The economy is down and advertisers are getting better and better at creating disruptive advertising that catches people’s attention and motivate them towards brand interaction.

Mini knew it had to create something simple compelling without veering away to the brand image. And the brand image says this is the car of the future. So… they told people what the future holds for them and made sure it will come true.

How They Created the Future

The first step is to get billboards and ads telling people that the new MINI can tell them their future. When they finally revealed the new MINI 2-seater Roadster, through the billboards, warned people on the road to be careful of certain things like men in chicken suits. Just to seal the deal, they put men in chicken suits to run around the streets.

Now no one can say the MINI is wrong.

People are then encourage to search for the MINI ROADSTER on Google. That phrase leads them to the mini website. Take note, they weren’t asked to go to the website, they were asked to search for the phrase which lead them to the site.

Since it’s impossible to intrude in everyone’s home, the MINI used a different strategy to spook everyone who clicks on the ad that states the MINI can read them their future will get a Psychic reading. Using the IP address and origin of their names, the MINI website told the customers where they were and their character based on the etymology of their names. The MINI also used weather readings to tell someone how the “air feels”.

The Result

The ads were meant to push leads to the sales team, not close the sales and it did its job. In four weeks, about 300,000 visited the site and it got  1,924 sales leads. That’s success by any measure.

[youtube http://www.youtube.com/watch?v=Y2KNOraEWjQ&w=560&h=315]

 

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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