Marketing Mashups – Mini Clubman Pre-Launch Party (GALLERY)

The gotta-have Mini Clubman isn’t due to roll into dealerships for a few weeks, but as if younger buyers needed any more convincing, Mini has collaborated with two partners for the pre-launch of the lust-worthy vehicle. 

The first is a special issue of multi-format magazine, Visionaire. Visionaire 53 SOUND consists of five 12-inch picture disks (remember those?) packaged inside a dome case. Each of the 4,000 limited edition copies includes a MINI Clubman “Vinyl Killer” Record Player: a battery-operated toy car that’s actually a portable record player. Visionaire 53 SOUND features more than a hundred original sound pieces by leading artists, musicians, and personalities, including U2, David Byrne, Michael Stipe, Courtney Love, Yoko Ono, Cat Power, Malcolm MacLaren, and Alexander McQueen. The New York based multi-media magazine publisher chose music on vinyl to reflect the lasting appeal of the Mini. The special edition issue sells on the Web and in stores for $250.

The second collaboration is with Japanese sneaker maker Onitsuka Tiger. The shoe features color combinations you’ll see on the new Clubman, as well as functional add-ons like driving boot-style soles with rubber heels.

Check out some more marketing done for the Mini Clubman debut:

Banned Mini Ad - Controversial Guerilla Campaign (VIDEO)

An outrageous guerrilla ad for MINI Clubman was banned three days after it was projected on the Messeturm in Frankfurt, Germany. The campaign caused a lot of pressure for competitors, ultimately resulting in the termination of the interactive MINI Clubman campaign. A secondary guerilla campaign … [More]

MINI Lessons - Life Skills No One Taught You

To celebrate the launch of the new Clubman model in November, MINI is offering Londoners the chance to skip their normal lunch breaks to master a few life skills no one will ever teach you otherwise. They will actually teach how to “Talk your way back into a will” (for those of you who haven’t been … [More]

MINI’s ‘The Other View’ Campaign - Time Delayed Internet Viral

Profero has just launched a very interesting campaign for MINI in the lead up to the launch of the new Clubman model.  I’m not usually one to promote our own work, but this is kind of fantastic.  Theotherview.co.uk is a site that shows a series of clips that look at things from a different perspec… [More]