Brief--

Online PR, seeding and social media marketing for MINI’s new Cabrio model viral film.  Target lifestyle, men’s magazines, youth and trendsetters in the US and Canada.

Strategy

Identify several tiers of interest groups who would want to see, review, and endorse the MINI content. Create exclusives from the content and offer material to the most influential bloggers.

Execution

A two-stage process was put in place, targeting bloggers/trendspotters before addressing lifestyle press once the viral had achieved success.

Once the initial list of blogs had been contacted, we also added personal blogs and car-hobby-forums to the list to extend the campaign further.

Where misinformation associated with the film appeared on blogs we provided corrections and information on the making of the viral.

Results

The film attracted around 60,000 views in total, with views dropping off after 10 days of promotion.

Within 24 hours of launch it had attracted rush of visitors earning a coveted and highly ranked place within the social bookmarking community.

More than 100 new links have been formed to MiniUnited.com by US forums and websites. Relationships have been established with these sites, many of whom are keen to have a deeper relationship with Mini next time around.

The activity spread outside the target market within 72 hours of launch hitting Japan, France, Italy, South America and South Africa.

We provided strategic advice on how to make MINI’s next viral even more effective.