Create a national roadshow to promote the latest version of the British Classic to the UK public to launch the new Mini Hatch. The tour should include a decal wrapped double decker bus and two New MINI Hatch’s to showcase the launch of the new MINIs.
It was recommended that rather than touring the dealerships the bus and MINIs should go to cities and towns nearby where higher footfall would be more likely. It was agreed that the tour would take place over three weeks, travelling from Reading to Teesside and including nine different locations in total.
The key objective was to encourage test drive signups.
Purplefish worked with Cooper MINI to develop a MINI driving Gamepod game. It was displayed on another TV screen in the bus, so people waiting to play could view others playing the game. The Gamepod also had an associated competition that people could enter while waiting to play. Another TV screen in the Tour bus displayed the Cooper MINI promotion video of the MINI Hatch. A 1960s themed cut-out board was designed that people could put their heads through and have their picture taken. They were encouraged to tweet and post their photos on Facebook with the hashtag #CooperMINITour.
To pre-promote the tour, regionally tailored announcements were sent to local newspapers and followed up with telephone calls to try and encourage photographers from the papers to attend the event. The social media campaign was supported with Facebook advertising that targeted car owners and people living in the different regional locations that the tour visited. A Facebook competition to win an Italian holiday trip to Rome and spending money was also implemented to further drive engagement.
- 5500 people saw or visited the bus over the nine locations.
- The Gamepod competition had 261 entries with email and people’s names.
- Facebook and Twitter social media outreach resulted in the MINI Magical Tour ads reaching over 289,500 people online.