VehicleVoice: Mini Takes the States Kickoff Party
For the last two weeks, you might have noticed an inordinate number of Minis driving through your town. They were probably traveling in groups, and they were probably loaded with luggage, and snacks and very happy people. Those folks you saw were some of the 7,000 Mini owners taking part in “Mini Takes the States” – a 3,000-mile, two-week, cross-country extravaganza brought to you by the cutest little car in the world.
Mini Marketers are a very clever bunch. Of course, it helps to have as your sole product, one of the most loved brands in the automotive marketplace. But Mini has spent their limited marketing resources on lifting their brand to the height of cool while giving their customers infinite ways to individualize their cars. Hence the saying, “no two Minis are alike.”
The VehicleVoice crew certainly found that to be true at the kickoff party for “Mini Takes the States.” With more than 400 Minis neatly packed into the parking lot at Pirate’s Cove at Monterey Beach in California, the party got underway with limbo contests, good eats, Carribean music, and even Mini Corporate Bigwigs leading the marching band that started this cross country drive. See and hear it all here!
Andrew Cutler, Mini USA Marketing Director
Jim McDowell, Mini’s Vice President of Marketing