How do we create the most incredible test-drive experience and take prospects out of their ordinary day-to-day and into the exciting world of MINI?
Many consumers believe a MINI is too tiny for their needs and quickly write off the vehicle without giving it a second thought. We knew the only way to prove how wrong they were was to get them in the car for a closer look, but we needed something more than a regular test-drive. We wanted prospects to have an adventure in the vehicle and our insight was that some of the best adventures lie right in our own backyards. By creating more memorable experiences, we give prospects a chance to get behind the wheel of a MINI to experience just how exhilarating they are to drive.
Our unforgettable day-trip experiences for prospects were comprised of three key elements: education, performance, and entertainment. There were new experiences at every turn, offering day-trippers the chance to learn something new about MINI and their own city. Drivers got to experience the handling characteristics of the various MINI models in between destinations. At each stop there was a Q&A for prospects to discuss interesting features and options. Additionally, we hosted a curated wellness experience at a private redwood estate in the Santa Cruz mountains. These MINI getaways were filled with the kinds of experiences that make a day trip worth it, the kind you want to share and re-live for years to come
Activated in 3 cities (SF, LA, & Miami)
1,200 participants participated with 75% opting in for dealer contact
12 driving sessions
6M social impressions
58% of attendees opted in to being contacted by a dealer
95% of seats filled for all events
Over 10 vehicles have sold post event