The Content Pool

One Man's Adventures in Content and Customer Experience

The Content Pool

A World Record Weekend for Brand Marketing – Almost.

Over the weekend my wife and I drove the nine hours from Central Illinois up to the top of Lake Michigan to help try and break a world record. The event was labelled as “MINI on the Mack” and the aim was to get a record number of cars of a single make across the spectacular suspension bridge that links Mackinaw City with St. Ignace, MI.

We love our MINIs and over the years have owned a variety of different model types and configurations. The Roadster and the sporty Cooper S that currently reside in our garage are our ninth and tenth MINIs. Although we’ve owned many other makes and models of cars over the years, we always seem to come back to MINI. I guess you could say we are brand loyal.

mini1319At the event this weekend someone said that what makes the MINI so much fun is that it’s the only car that comes with friends as standard. Well we met up with over 1,300 such friends (as you can see above), and had a great time.

But of course I had to also take a look at the event with my marketing glasses on. The official corporate MINI involvement was low-key. Of course there was MINI branding visible, and MINI goodies for sale, but this wasn’t an overt sales pitch, it was about the MINI owners – usually referred to as either “MINIacs” or “motorers.”  This was brand activism at its most visible.

The convoy of MINIs was impressive providing an almost two-hour long rolling billboard for the brand highlighting the different models and the fact that thanks to the multiple creative options available no two MINIs are alike. Every car is a reflection of its owner’s personality.

MINIviewThe town’s people got behind the event lining the roads and waving to participants; other motorists got into the spirit too with waves, horns, and even a few pulling over to take photos and video. After the event when we were walking around town still wearing the MINI on the Mack t-shirts we were constantly thanked for being there and asked about the event. And about the cars.

All weekend the MINI spirit was pervasive, associating the brand with fun, and friendly people.

But did it help MINI with driving revenue? If my experience is anything to go by, it certainly did. After seeing photos and notes of the event on my personal FaceBook page I had two friends message me asking advice about purchasing MINIs. – If even a fraction of our fellow 1,300 MINIacs had the same experience I’d say the event definitely helped move the needle for a few MINI dealerships around the country.

So did we get the World Record? – Unfortunately no. We needed 1,452 cars present to snatch that title, but the 1,319 who turned up was enough to set the American record for the largest collection of MINIs assembled. – There is already talk of trying again in 2017.