Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable
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Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

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Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

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  • Ok, first things first. Let‘s go though the basics of MINI NEXT.

Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable Presentation Transcript

  • Kate Alini Marketing communications manager, MINI USA leveraging video content & rich media to deliver engaging brand experiences
  • MINI USA our approach to marketing
    • Content is King – good creative ideas come from anywhere
    • Think Media Neutral – let creative ideas drive distribution
    • Engaging, memorable brand experiences don’t need to be complicated
    • Always deliver on the core MINI brand tenants…and keep it masculine
    • Never be afraid to take risks and try new things
    • Ground-breaking, unique & exclusive opportunities… Only MINI can do it
  • New Vehicle launch campaign objectives
    • Support the launch of the All New 2007 MINI
    • Build awareness and interest among owners & prospects
    • Educate consumers on the features of the new MINI
    • Communicate the fact that the new MINI is revolutionary on the inside, but evolutionary on the outside
    View slide
  • New vehicle launch campaign overview
    • The New 2007 MINI was launched with an unbranded, nationwide campaign that teased upcoming web films and led people to believe that a new car/buddy show was about to be born.
      • 1 campaign microsite
      • 6-webisode series called “Hammer & Coop”
        • 3-8 minutes in length
      • 1 rockin’ music video
    View slide
  • Launch campaign for 2007 MINI Hammer & Coop
  • Hammer & Coop microsite
  • Hammer & Coop microsite results Time Period: 2/2-6/30 Total Visits 528,543 Total Unique Visits: 478,383 (90%) Direct Traffic 341,291 Avg. time Spent on Site 6 minutes Referrers to MINIUSA.COM 13,437 Action Names Generated 42,713 Send-to-a-Friend 2,228
    • Media partners were briefed in the early stages of content development
    • MINI USA challenged each to come up with unique ways to integrate the Hammer and Coop Webisodes into the editorial content of their online properties
    • MSN, Yahoo!, MySpace, Men’s Health, Best Life, Real Networks, Helio Mobile and Zannel Mobile provided engaging and unique approaches to utilizing the assets
    • Webisodes were naturally posted by multiple users on YouTube, GoogleVideo, AtomFilms and iFilms
    Hammer & Coop online content distribution
  • Hammer & Coop men’s health online
    • X
  • Hammer & Coop bestlife online
  • Hammer & Coop MSN Video channel
    • H&C Video channel in MSN Entertainment
    • Webisode editorial integration into MSN Homepage
    • Full Sponsorship of H&C Video Channel
    • Results
      • 3,123 video views
      • Approx. 200 hours of viewing time
    • Fully customized and unbranded Hammer & Coop profile page
    • Webisode editorial integration into MySpace Video channel
    • Sponsorship of the newly launched MySpace Trailer Park
    • Results
      • 33,000 H&C visits (25,000 uniques)
      • 20,513 Episode views
      • 3,262 Music Video views
      • 5,427 Friends
      • 140 Comments
    Hammer & Coop myspace
    • Over 23 million impressions
    • 1,337,738 video views
    • More than 300 comments
    • Videos were favorited over 400 times
    Hammer & coop youtube
    • MINI sponsored the homepage of YouTube
      • Trailer
      • Music Video
    • Streaming video complimented with companion ad banner
    • Results
      • 669,000 Trailer Views
      • 483,000 Music Video Views
    youtube 1 – Day home page sponsorships
  • youtube roadblock on Watch page
  • youtube #1 most viewed of all time #1 Top Rated video of the day
  • youtube #1 most discussed #1 top favorite video
    • Over 4 million impressions
    • .22% CTR
    • $4.40 CPC
    • 8.2% of those that clicked through the banner took action on MINIUSA.COM
      • Registered
      • Configured a MINI
      • Saved a Configuration
      • Located a Dealer
    Online display ads fireleap
  • Online display ads breakthrough
  • Online display ads breakthrough
    • Over 49 million impressions
    • .36% CTR
    • $1.92 CPC
    • 7.2% of those that clicked through the banner took action on MINIUSA.COM
      • Registered
      • Configured a MINI
      • Saved a Configuration
      • Located a Dealer
  • Online display ads action name generator
    • Over 62 million impressions
    • .17% CTR
    • $3.79 CPC
    • 12.6% of those that clicked through the banner took action on MINIUSA.COM
      • Registered
      • Configured a MINI
      • Saved a Configuration
      • Located a Dealer
    Henry Coleman
    • Contextual advertising within relevant editorial content
    • Displayed the Hammer and Coop trailer within the ad unit and drove traffic to HammerandCoop.com
    • Results
      • 462,701 Hooks
      • 18,201 Ad/Video views
        • 4% interaction rate
      • 1,027 clicks to HammerandCoop.com
        • 6% CTR
      • 8.4% conversion to MINIUSA.COM
    Online advertising vibrant media in-text video ads
    • Real world advertising placed in virtual environments
    • 2/20-5/31
    • Over 918,000 Impressions
    In-game advertising xbox MlB 2007
    • Both Hammer and Coop were developed as avatars (first time for an automobile)
    • Hosted 6 events in Second Life for virtual community opinion leaders
      • Each event showcased parts of the film series in unique ways
    • Participants played for real prizes and giveaways
    • Results
      • 222 Second Lifers participated
      • 29 members of press participated
      • 110 photos posted on Flickr
      • 60 blog mentions
    Virtual world integration second life
  • Channel Menu Listing Hammer & Coop Episode
    • Hammer and Coop custom content channels developed for the AdInfuse, Helio and Zannel Mobile networks
    • Channels housed the webisodes and music video
    Mobile media video distribution content channels
  • Mobile media video distribution exclusive sponsorship Exclusive WAP Banner Exclusive Video Pre-roll Consumer clicks on any video link on the site
    • Hammer & Coop was the exclusive sponsor of the launch of MondoToGo.com, the first mobile site of Mondo Media
    • 100% SOV for the WAP banner and video pre-rolls
    • Hammer and Coop trailer and Webisodes distributed through mobile content networks and PodCasts
    • 1.7 million trailers views and 11,000 Webisode views by Sprint customers
    Mobile media video distribution :15 Mid-roll & :05 bumper Program Introduction :15 Video Mid-Roll Episode :05 Video Bumper
    • Over 1.55 million views
      • 86% of video views from YouTube
    • Traffic to MINIUSA.com up 48%
      • Saved configurations up 48%
      • Dealer site traffic up 47%
      • Dealer locator traffic up 17%
      • Leads to dealers up 15%
    • 93% of webisode views came from editorial integration
    • May – Aug were record setting sales months for MINI USA
    Hammer & coop campaign results