MINI leaned into one of its most authentic brand assets, MINI Takes the States, its biannual road rally. The program became a launchpad to introduce the brand’s latest EV concept to its most passionate fans and influential voices in priority markets.
Peppercomm partnered with MINI to bring this story to life on the ground. Through a coordinated mix of paid, owned, and earned media, the rally engaged local communities, dealers, media, and influencers at every stop. By putting people behind the wheel and embedding journalists in the experience, MINI did more than talk about innovation. It gave the audience the chance to experience it firsthand.