MINI is known for attracting a passionate community of creative, free spirited individuals. MINI wanted to curate an extraordinary road trip experience in multiple cities to give prospects across the country the chance to get behind the wheel of a MINI, participate in the adventure and get a taste of the inspiring MINI heritage & DNA – so the MINI Getaway (MGA) was born!
TEAM accepted this challenge and has handled all aspects of this program from the concepting of hyper-localized experiences to location scouting and route selection, full consumer experience journey, vehicle logistics and management, pre and post event communication, content capture, and all event production and execution aspects.
To date we’ve executed two of the MINI Getaways, each comprising of 400+ participants, 50+ vehicles and 4 driving sessions (two sessions per day over two days). We’re excited to report that MINI Getaway experiences have been an overwhelming hit among consumers and the MGA tour will continue over the course of 2018, next stops – Miami, Chicago, New York City & Boston!