The MINI Countryman Wanderlust Campaign
MINI has recently launched a new marketing campaign, the MINI Countryman Wanderlust is an initiative that encourages many enthusiasts and fans from around the world to break form their everyday routine and do something new. The aim is to get people to embark on a new adventure, a “MINI adventure” maybe? With good MINI deals around it’ll be quite easy to buy a MINI and head out on an adventure!
Jim McDowell, Vice President MINI USA explains, “The MINI Countryman embodies the Wanderlust feeling like no other MINI model. And the company is launching this interactive campaign to demonstrate how anyone, not just MINI Marketing, can take part in the fun and express what Wanderlust means to them.”
In April and May 2011, MINI will be sponsoring up to 18 invitation only Wanderlust events, these events will be designed and hosted by influencers. The activities and events can range from surprise concerts and parties to fun with food and art, and the MINI Countryman will be actively involved in each one.
As well as the sponsored events, fans are invited to submit their own Wanderlust event ideas online. And if they turn their ideas into real events, they have the chance to win a 2011 MINI Countryman at the end of the campaign. Additional weekly prizes will be given away for ideas that earn the most community votes.
The first Wanderlust activity has already taken place near Los Angeles, well-known surfer and manger of Mollusk Surf Shop Chad marshall and 25 of his closest friends headed to Leo Corillo State Park for a night-time surf and beach party. Six MINI Countryman chauffeured participants and their gear to the beach for an unexpected Sunday evening of fun.
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