MINI VS MONSTER by Renegade Marketing Group for MINI

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MINI VS MONSTER

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Renegade Marketing Group
Released December 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: MINI
Product/Service: ONLINE VIRAL PROMOTION
Chief Executive Officer: Mark Terry-Lush (Renegade Media)
Account Manager - Digital: Natalie Scutt (Renegade Media)
Account Manager - PR: Dave Barton (Renegade Media)
Social Media Executive: Alison Readings (Renegade Media)
Account Executive - PR: Jade Jackson (Renegade Media)
Project Manager: Mark Todd (Renegade Media)
Media placement: Press Release - The New York Times, Mashable, Forbes, Creativity, MediaPost, Brand Channel And More - 07/01/2011
Media placement: Blogger Briefing - AutoBlog, World Car Fans, Dexigner, Test Drive Reporter. Motoring Alliance And More - 10/01/2011
Media placement: Short Links - Reddit, Digg, StumbleUpon, Delicious - 10/01/2011
Media placement: Tweets - Twitter - 10/01/2011
Media placement: Teasers - Facebook, YouTube, Blogs - 10/01/2011
Media placement: Facebook Ads - Facebook - 10/01/2011
Media placement: Soap Opera - Facebook - 12/01/2011
Media placement: Newswire Announcement - PR Newswire - 12/01/2011
Media placement: MINI Vs. Monster Launched - YouTube - 14/01/2011
Media placement: Making Of And 3D Movie Launched - YouTube - 17/01/2011

Summary of the Campaign
MINI’s new 3D brand film –"MINI vs. Monster" needed to engage an audience outside US cinemas where it was due to debut. Our job was to make international audiences take notice, generate views and elevate it above YouTube – the client’s chosen measure.

Armed with a 2D version of the film and access to MINI’s YouTube channel, we identified a diverse range of targets: younger car buyers, film enthusiasts, marketing specialists and MINI fans.

We split our story into "fragments," a strategic approach that ensured each element of our target would be enticed by a bespoke storyline or slice of micro content. We didn’t give everyone everything at once. Information and stories were staggered to keep our targets wanting more.

We created trailers, teasers, profiles and back stories for the film’s characters, secured exclusive behind the scenes material and organised exclusive viewings for key influencers.

We took the campaign well beyond YouTube. Coverage included the New York Times, Mashable and Forbes. Press/blogger outreach generated 156 articles in 16 countries.

Total reach in two weeks: 17m

We got people talking about a 3D cinema ad. Despite only being able to show a 2D film we beat our views target by 120%.

The Situation

Imagine a floodlit stadium. A noisy crowd are silenced when a 1,800-horsepower truck takes to the air. In slow-motion, its tyres skim tantalisingly close to four pristine MINIs. Such a visual feast required an online PR and social media seeding strategy smart enough to create conversation and views.

Created by a 120-strong team – including MIT physicists – the 3D film would soon appear in American cinemas, but MINI wanted global exposure. Our task was to build buzz, create engagement and social media conversations and take it to markets where advertising rules did not allow it to be broadcast.

The Goal
The aim was to point viewers to MINI’s central YouTube hub. Our challenge was to deliver 100,000 views in a fortnight. MINI’s biggest previous YouTube hit had taken six months to reach this.

We needed to get influencers talking about MINI and communicate the excitement to a wide range of consumers, many of whom would only be able to watch the 3D film in 2D. However, we had to overcome the sense that MINI vs Monster was simply another YouTube film.

We segmented our target audiences and considered devising a strategy that would have bespoke as well as universal appeal.

The Strategy
We identified that the film could be separated into bitesize fragments or "social objects" – storylines, teasers, tweets, press releases and ads, ensuring each target audience would be enticed by a bespoke storyline with its own distinct social media assets. Creating content in this way ensured a response from traditional and social media.

We recommended creating trailers, teasers, back stories for the film’s characters and well as securing behind the scenes material to maximise our social collateral.

The most effective way of driving traffic to the film was to seed these objects across the entire social media and PR spectrum. The campaign would be phased – pre-launch hype; launch itself and then post-launch momentum. This ensured each "social object" could be staggered to maximise reach – aping the approach used in Hollywood. This meant that consumers and influencers could be engaged by the film’s inherent suspense.

Execution
In our media fragment: we secured an exclusive pre-launch story with the New York Times to create buzz. We followed up with trade media and leveraged Twitter to cascade deep into this fragment.

In our technology fragment: We arranged private pre-launch 3D views for the world’s technology media at the Consumer Electronics Show. Blogger outreach extended discussion of MINI’s 3D innovation.

In our MINI-fans fragment: We created a Facebook soap opera, turning the characters into stars, with personal profiles and writing a multi-day script for the lead up to the launch. On the last day, the film went live on YouTube. A "making of" film and the 3D movie were launched later.

In our consumer fragment: We turned doubts about whether the Monster would jump the MINIs into suspense. Seeding the question 'Did the truck make it?' and creating teasers showing crowd reactions kept consumers wanting more.

Documented Results
Not only did we massively exceed our target of 100,000 views but we took the campaign well beyond simple YouTube views.

Coverage included the New York Times, AOL, Mashable and Forbes. At CES we organised 30 private views with key journalists.

In a fortnight our press and blogger outreach generated 156 articles in 16 countries. Total readership was 17m.

Our Facebook Soap Opera attracted 2,292 Likes and reached a total audience of more than half a million consumers.

Total Twitter reach was close to 200,000 in just two weeks.

While these aspects of outreach weren’t part of the overall ‘measurable’ brief, ultimately all of this activity significantly helped to boost MINI’s brand value among target groups.

On YouTube we attracted a total of just under 220,000 views, more than 120% ahead of target.