The Burton European Open
Mini launched its partnership with cult snowboard brand Burton at one of the world’s major snowboarding events, the Burton European Open in Laax. Both brands focused on providing their customers with plenty of riding fun as they joined forces for the Burton Global Open Series (BGOS), with the Burton Canadian Open in February 2011 in Calgary, Canada and the Burton US Open in March 2011 in Stratton, USA.
Mini and Burton believe it is important that the best technical tricks are rewarded, and also the displays and jumps that reflect maximum creativity, interaction with the environment and personal style.
Camera teams have been filming the performances of riders taking part in the “Creative Use of Space” challenge during the semi-final and final runs in the halfpipe and slopestyle of the competition and the most inventive displays has been posted as web clips.
Mini offers the users the chance to view the various clips and select their personal favourites; the most popular clips from the BGOS events in Laax, Calgary and Stratton will be eligible for the global vote as event winners. The two overall winners of the Creative Use of Space Award will be named at the end of March.
Dr. Wolfgang Armbrecht, Senior Vice President Brand Management Mini, commented: “Mini and Burton are the benchmark in their respective segments. This is a partnership between two very strong and emotional brands, both of which promote individual riding fun coupled with creative design, snowboards and cars are more than just means of locomotion – they represent a lifestyle.”
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