First is the Mini logo, after that is the billboard, then the poster for a local event, our Facebook and Instagram page, after that is our direct mail where the middle works as a frame and magnet.
Radio commercial: http://www.youtube.com/watch?v=WLUYiTwHrcU
Creative Reel: http://www.youtube.com/watch?v=8s7mwZMcvck
Our Big Idea:
In creating a campaign for MINI driven by a social media competition we wanted to reach out to 18-24 year olds because they have heavy usage patterns of cars and social media. We confirmed this by researching in our text books along with passing out surveys to our fellow students.
Our overall campaign objectives are to increase brand awareness through social media engagement, increase sales among our target market, and generate buzz.
The campaign idea is revolved around the concept of sharing your “MINI Moment”. We want our target to capture exciting moments in their lives and post those pictures to our Facebook and Instagram. The person who uploads the picture with the most “Likes” by the end of our campaign will receive 1000 dollars towards a MINI Cooper. We feel this 16 week competition will create views and a buzz around our social media sites.
