Kate AliniMarketing communications manager, MINI USA
leveraging video content & rich media to deliver engaging brand experiences
MINI USAour approach to marketing
• Content is King – good creative ideas come from anywhere
• Think Media Neutral – let creative ideas drive distribution
• Engaging, memorable brand experiences don’t need to be complicated
• Always deliver on the core MINI brand tenants…and keep it masculine
• Never be afraid to take risks and try new things
• Ground-breaking, unique & exclusive opportunities…Only MINI can do it
New Vehicle launch campaignobjectives
• Support the launch of the All New 2007 MINI
• Build awareness and interest among owners & prospects
• Educate consumers on the features of the new MINI
• Communicate the fact that the new MINI is revolutionary on the inside, but evolutionary on the outside
New vehicle launch campaignoverview
The New 2007 MINI was launched with an unbranded, nationwide campaign that teased upcoming web films and led people to believe that a new car/buddy show was about to be born.
• 1 campaign microsite• 6-webisode series called “Hammer & Coop”
• 3-8 minutes in length• 1 rockin’ music video
Launch campaign for 2007 MINIHammer & Coop
Hammer & Coop microsite
Time Period: 2/2-6/30
Total Visits 528,543
Total Unique Visits: 478,383 (90%)
Direct Traffic 341,291
Avg. time Spent on Site 6 minutes
Referrers to MINIUSA.COM
13,437
Action Names Generated 42,713
Send-to-a-Friend 2,228
Hammer & Coop microsite results
• Media partners were briefed in the early stages of content development
• MINI USA challenged each to come up with unique ways to integrate the Hammer and Coop Webisodes into the editorial content of their online properties
• MSN, Yahoo!, MySpace, Men’s Health, Best Life, Real Networks, Helio Mobile and Zannel Mobile provided engaging and unique approaches to utilizing the assets
• Webisodes were naturally posted by multiple users on YouTube, GoogleVideo, AtomFilms and iFilms
Hammer & Coop online content distribution
Hammer & Coop men’s health online
• X
Hammer & Coop bestlife online
Hammer & Coop MSN Video channel
• H&C Video channel in MSN Entertainment
• Webisode editorial integration into MSN Homepage
• Full Sponsorship of H&C Video Channel
• Results– 3,123 video views– Approx. 200 hours of
viewing time
• Fully customized and unbranded Hammer & Coop profile page
• Webisode editorial integration into MySpace Video channel
• Sponsorship of the newly launched MySpace Trailer Park
• Results– 33,000 H&C visits
(25,000 uniques)
– 20,513 Episode views
– 3,262 Music Video views
– 5,427 Friends
– 140 Comments
Hammer & Coop myspace
• Over 23 million impressions
• 1,337,738 video views
• More than 300 comments
• Videos were favorited over 400 times
Hammer & coop youtube
youtube 1 – Day home page sponsorships
• MINI sponsored the homepage of YouTube– Trailer – Music Video
• Streaming video complimented with companion ad banner
• Results– 669,000 Trailer
Views
– 483,000 Music Video Views
youtube roadblock on Watch page
youtube #1 most viewed of all time#1 Top Rated video of the day
youtube #1 most discussed #1 top favorite video
Online display ads fireleap
• Over 4 million impressions
• .22% CTR
• $4.40 CPC
• 8.2% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a
Configuration– Located a Dealer
Online display ads breakthrough
Online display ads breakthrough
• Over 49 million impressions
• .36% CTR
• $1.92 CPC
• 7.2% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a
Configuration– Located a Dealer
Online display ads action name generator
Henry Coleman
• Over 62 million impressions
• .17% CTR
• $3.79 CPC
• 12.6% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a Configuration– Located a Dealer
• Contextual advertising within relevant editorial content
• Displayed the Hammer and Coop trailer within the ad unit and drove traffic to HammerandCoop.com
• Results– 462,701 Hooks
– 18,201 Ad/Video views• 4% interaction rate
– 1,027 clicks to HammerandCoop.com
• 6% CTR
– 8.4% conversion to MINIUSA.COM
Online advertising vibrant media in-text video ads
• Real world advertising placed in virtual environments
• 2/20-5/31• Over 918,000 Impressions
In-game advertising xbox MlB 2007
• Both Hammer and Coop were developed as avatars (first time for an automobile)
• Hosted 6 events in Second Life for virtual community opinion leaders– Each event showcased parts of the film series in unique
ways
• Participants played for real prizes and giveaways
• Results– 222 Second Lifers participated– 29 members of press participated– 110 photos posted on Flickr– 60 blog mentions
Virtual world integration second life
Channel Menu Listing Hammer & Coop Episode
• Hammer and Coop custom content channels developed for the AdInfuse, Helio and Zannel Mobile networks
• Channels housed the webisodes and music video
Mobile media video distribution content channels
Mobile media video distribution exclusive sponsorship
Exclusive WAP Banner
Exclusive Video Pre-roll
Consumer clicks on any video link on
the site
• Hammer & Coop was the exclusive sponsor of the launch of MondoToGo.com, the first mobile site of Mondo Media
• 100% SOV for the WAP banner and video pre-rolls
Program Introduction
:15 Video Mid-Roll
Episode :05 Video Bumper
• Hammer and Coop trailer and Webisodes distributed through mobile content networks and PodCasts
• 1.7 million trailers views and 11,000 Webisode views by Sprint customers
Mobile media video distribution :15 Mid-roll & :05 bumper
• Over 1.55 million views– 86% of video views from YouTube
• Traffic to MINIUSA.com up 48% – Saved configurations up 48%– Dealer site traffic up 47%– Dealer locator traffic up 17%– Leads to dealers up 15%
• 93% of webisode views came from editorial integration
• May – Aug were record setting sales months for MINI USA
Hammer & coop campaign results
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