Recently Mini USA challenged Porsche to a race. Yea, the tiny people movers from The Italian Job movie have started messing with one of the quickest road cars in production today. And for what? Publicity of course!
The whole thing started with emails and later turned into a Facebook page created by Mini asking users to sign up and push Porsche to accept the challenge. Next Mini created a series of humorous videos mimicking the Mini vehicle in training camp like Rocky Balboa in training in Russia in Rocky- Rocky 3, 4, maybe; there’s so many.
Anyway, Porsche never accepted the challenge but their campaign did generate a lot of viral buzz on Facebook and other sites.
Integrating Social Media
More and more big brands are creating integrated campaigns that include social media. The next time you think about your next product promotion think about ways in which you too can integrate social media into your plan. Maybe Porsche will race Mini one day. Maybe they won’t. It really doesn’t matter because the buzz has already been generated!
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COMMENTS (2)
AHREN
I am the furthest thing from a “car person” but I found this whole mini vs. porsche campaign pretty interesting. If for no other reason than the sheer lengths Mini was willing to go to. Not one but two videos from their CEO, the airplane stunt, NY Times ad, etc. They kept things fresh fun and interesting ( I know – unheard of concepts in car advertising ….) My fave though was the aforementioned Rocky video. Quite nicely done. Check it out: http://www.youtube.com/watch?v=3ebE-EeNA4c
DAIMON
I know they did an awesome job! The Rocky theme was hilarious. Thanks for posting the link.