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.
The program results exceeded expectations. Highlights include stops in 8 cities with media covering each, 800 MINIs, 1200 MINIACs, 21 embedded journalists driving MINIs, one EV convertible concept reveal, 94 pieces of earned coverage and over one billion impressions.
We believe the magic happens when wit and wisdom join forces. Wit + Wisdom explores concepts that can help a leader or brand stand out (and hopefully brings a 😊 to your day)
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