As a satisfied, opted-in owner of a 2009 Clubman, I’m a recipient of all sophisticated components that emanate from Mini USA‘s online marketing machine.
For example, I get all the “secret” information, like print ads and emails that can only be viewed with special glasses that come with a kit delivered to owners by regular mail. Upon reading the message, you are instructed to go to some landing page or other where you can get a first look at new Minis or be enticed into attending an event. Kinda goofy, but arresting in its uniqueness and innovation in utilizing different media to put together a message.
So it was through an email blast that I learned about their latest wacky stunt, the Mini-vs-Porsche challenge. Yes, Mini USA has thrown down the gauntlet and challenged Porsche to a race, and all Mini enthusiasts are summoned to cheer Team Mini to victory. If there was any doubt to the authenticity of this event, the irresistable tag line “THIS IS NOT A JOKE” put them to rest.
The punch line of course is that there is seemingly no way for a 170hp Mini to beat a 380hp Porsche in head-to-head competition. But then it’s anyone’s guess as to how this will play out as the details of the contest have yet to be revealed. Will it be on a test track? Through the hills of the Italian Riviera? Quarter mile? Paris-Dakar?
(My hunch is that this will be the surprise ending element. When Porsche accepts the challenge, they will be given the specs of the race only to find it’s to be held on some donkey trail high in the Pyrenees with bends just tight enough to accommodate the Mini’s nimble turning radius).
Like all Mini campaigns, the genius is in getting the target consumer/owner tied up in the various channels. The email talks about the race, but the only call to action (or possible clickthrough) is in the “Sign the Petition” button. This takes you to Facebook where you are encouraged to become a fan. Once you get in the loop you can watch the race on Facebook. The event is scheduled for June 21st in what is assumed to be live streaming (though Mini is coy about revealing if it’s live or just a website update with taped footage). There’s even a die-cast model car set to commemorate this grand hype event.
You also get the full viral video linkage from the FB page, with the challenge wittily delivered to the children of Ferdinand Porsche directly from the head of Mini USA via YouTube.
The Mini-vs-Porsche Facebook wall has rolled out beautifully, attracting comments from the Mini faithful to create a collage of the targeted demographic; comments are universally youthful, cocky and full of fun.
Print and other traditional channels offer support, most visibly with a full-page ad in The New York Times.
And as much as I may seem to be aloof from the whimsical hype surrounding this stunt, it’s got me hooked. And I am hoping against hope that the Mini will take the Porsche in a classic David-meets-Goliath battle. After all, I smoked a Porsche 911 in a stock Mini Clubman just this morning on the I-80 enroute to a client meeting, so I know from experience that who’s behind the wheel on race day may be the difference maker.
I will definitely be checking in on the 21st to see what the hell Mini USA has up their sleeves (or driving gloves).