Cannes Lions

ONLINE VIRAL PROMOTION

RENEGADE MEDIA, Westbury-On-Severn / MINI / 2011

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Overview

Description

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: 17mWe got people talking about a 3D cinema ad. Despite only being able to show a 2D film we beat our views target by 120%.

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.

Outcome

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.

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