Digestion

MINI Clubman

Posted on: September 29, 2007

MINI’s teaser site, counting down to the launch of buzz-building 15-second film clips promoting the Clubman. See Contagious post or MINI’s The Other View clock.

Also running is their The Other Lunch campaign. Choose from a variety of events (FREE LUNCH included) where you can bone up on some valuable life skills. Why don’t I live in London? Actually, I’m really curious to know how MINI will integrate their brand story directly into the events. Or, will there be no mention of MINI or the Clubman?

I like the quirk factor in the various events (how to get back in a will, how to pass a lie detector test). And I like that you get free food. Aside from this, the campaign is interesting in that it combines fun learning with community interaction. It’s really working to bring like-minded people (MINI fans, potential fans) together, get them to interact, and ultimately bond within the group and to the brand.

If anyone signs up to one of these lunches, post your comments on the experience here.

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