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:
Marketing Mashups
Mini Clubman Pre-Launch Party
Trend Themes
1. Collaborative Marketing - Opportunities for businesses to partner with complementary brands to create unique and appealing marketing campaigns.
2. Limited Edition Collectibles - Creating limited edition products or experiences that generate excitement and demand among consumers.
3. Product-branding Partnerships - The merging of two brands to create a co-branded product that appeals to multiple customer bases.
Industry Implications
1. Automotive - Automakers can collaborate with various brands to create exclusive pre-launch marketing campaigns for their new vehicles.
2. Publishing - Publishers can explore partnerships with other industries to create special edition magazines or books that resonate with specific target audiences.
3. Footwear - Shoe companies can collaborate with car manufacturers to create co-branded shoes that align with the aesthetic and functionality of the vehicles.