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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  • 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

    1. 1. Kate Alini Marketing communications manager, MINI USA leveraging video content & rich media to deliver engaging brand experiences
    2. 2. MINI USA our approach to marketing <ul><li>Content is King – good creative ideas come from anywhere </li></ul><ul><li>Think Media Neutral – let creative ideas drive distribution </li></ul><ul><li>Engaging, memorable brand experiences don’t need to be complicated </li></ul><ul><li>Always deliver on the core MINI brand tenants…and keep it masculine </li></ul><ul><li>Never be afraid to take risks and try new things </li></ul><ul><li>Ground-breaking, unique & exclusive opportunities… Only MINI can do it </li></ul>
    3. 3. New Vehicle launch campaign objectives <ul><li>Support the launch of the All New 2007 MINI </li></ul><ul><li>Build awareness and interest among owners & prospects </li></ul><ul><li>Educate consumers on the features of the new MINI </li></ul><ul><li>Communicate the fact that the new MINI is revolutionary on the inside, but evolutionary on the outside </li></ul>
    4. 4. New vehicle launch campaign overview <ul><li>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. </li></ul><ul><ul><li>1 campaign microsite </li></ul></ul><ul><ul><li>6-webisode series called “Hammer & Coop” </li></ul></ul><ul><ul><ul><li>3-8 minutes in length </li></ul></ul></ul><ul><ul><li>1 rockin’ music video </li></ul></ul>
    5. 5. Launch campaign for 2007 MINI Hammer & Coop
    6. 6. Hammer & Coop microsite
    7. 7. 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
    8. 8. <ul><li>Media partners were briefed in the early stages of content development </li></ul><ul><li>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 </li></ul><ul><li>MSN, Yahoo!, MySpace, Men’s Health, Best Life, Real Networks, Helio Mobile and Zannel Mobile provided engaging and unique approaches to utilizing the assets </li></ul><ul><li>Webisodes were naturally posted by multiple users on YouTube, GoogleVideo, AtomFilms and iFilms </li></ul>Hammer & Coop online content distribution
    9. 9. Hammer & Coop men’s health online <ul><li>X </li></ul>
    10. 10. Hammer & Coop bestlife online
    11. 11. Hammer & Coop MSN Video channel <ul><li>H&C Video channel in MSN Entertainment </li></ul><ul><li>Webisode editorial integration into MSN Homepage </li></ul><ul><li>Full Sponsorship of H&C Video Channel </li></ul><ul><li>Results </li></ul><ul><ul><li>3,123 video views </li></ul></ul><ul><ul><li>Approx. 200 hours of viewing time </li></ul></ul>
    12. 12. <ul><li>Fully customized and unbranded Hammer & Coop profile page </li></ul><ul><li>Webisode editorial integration into MySpace Video channel </li></ul><ul><li>Sponsorship of the newly launched MySpace Trailer Park </li></ul><ul><li>Results </li></ul><ul><ul><li>33,000 H&C visits (25,000 uniques) </li></ul></ul><ul><ul><li>20,513 Episode views </li></ul></ul><ul><ul><li>3,262 Music Video views </li></ul></ul><ul><ul><li>5,427 Friends </li></ul></ul><ul><ul><li>140 Comments </li></ul></ul>Hammer & Coop myspace
    13. 13. <ul><li>Over 23 million impressions </li></ul><ul><li>1,337,738 video views </li></ul><ul><li>More than 300 comments </li></ul><ul><li>Videos were favorited over 400 times </li></ul>Hammer & coop youtube
    14. 14. <ul><li>MINI sponsored the homepage of YouTube </li></ul><ul><ul><li>Trailer </li></ul></ul><ul><ul><li>Music Video </li></ul></ul><ul><li>Streaming video complimented with companion ad banner </li></ul><ul><li>Results </li></ul><ul><ul><li>669,000 Trailer Views </li></ul></ul><ul><ul><li>483,000 Music Video Views </li></ul></ul>youtube 1 – Day home page sponsorships
    15. 15. youtube roadblock on Watch page
    16. 16. youtube #1 most viewed of all time #1 Top Rated video of the day
    17. 17. youtube #1 most discussed #1 top favorite video
    18. 18. <ul><li>Over 4 million impressions </li></ul><ul><li>.22% CTR </li></ul><ul><li>$4.40 CPC </li></ul><ul><li>8.2% of those that clicked through the banner took action on MINIUSA.COM </li></ul><ul><ul><li>Registered </li></ul></ul><ul><ul><li>Configured a MINI </li></ul></ul><ul><ul><li>Saved a Configuration </li></ul></ul><ul><ul><li>Located a Dealer </li></ul></ul>Online display ads fireleap
    19. 19. Online display ads breakthrough
    20. 20. Online display ads breakthrough <ul><li>Over 49 million impressions </li></ul><ul><li>.36% CTR </li></ul><ul><li>$1.92 CPC </li></ul><ul><li>7.2% of those that clicked through the banner took action on MINIUSA.COM </li></ul><ul><ul><li>Registered </li></ul></ul><ul><ul><li>Configured a MINI </li></ul></ul><ul><ul><li>Saved a Configuration </li></ul></ul><ul><ul><li>Located a Dealer </li></ul></ul>
    21. 21. Online display ads action name generator <ul><li>Over 62 million impressions </li></ul><ul><li>.17% CTR </li></ul><ul><li>$3.79 CPC </li></ul><ul><li>12.6% of those that clicked through the banner took action on MINIUSA.COM </li></ul><ul><ul><li>Registered </li></ul></ul><ul><ul><li>Configured a MINI </li></ul></ul><ul><ul><li>Saved a Configuration </li></ul></ul><ul><ul><li>Located a Dealer </li></ul></ul>Henry Coleman
    22. 22. <ul><li>Contextual advertising within relevant editorial content </li></ul><ul><li>Displayed the Hammer and Coop trailer within the ad unit and drove traffic to HammerandCoop.com </li></ul><ul><li>Results </li></ul><ul><ul><li>462,701 Hooks </li></ul></ul><ul><ul><li>18,201 Ad/Video views </li></ul></ul><ul><ul><ul><li>4% interaction rate </li></ul></ul></ul><ul><ul><li>1,027 clicks to HammerandCoop.com </li></ul></ul><ul><ul><ul><li>6% CTR </li></ul></ul></ul><ul><ul><li>8.4% conversion to MINIUSA.COM </li></ul></ul>Online advertising vibrant media in-text video ads
    23. 23. <ul><li>Real world advertising placed in virtual environments </li></ul><ul><li>2/20-5/31 </li></ul><ul><li>Over 918,000 Impressions </li></ul>In-game advertising xbox MlB 2007
    24. 24. <ul><li>Both Hammer and Coop were developed as avatars (first time for an automobile) </li></ul><ul><li>Hosted 6 events in Second Life for virtual community opinion leaders </li></ul><ul><ul><li>Each event showcased parts of the film series in unique ways </li></ul></ul><ul><li>Participants played for real prizes and giveaways </li></ul><ul><li>Results </li></ul><ul><ul><li>222 Second Lifers participated </li></ul></ul><ul><ul><li>29 members of press participated </li></ul></ul><ul><ul><li>110 photos posted on Flickr </li></ul></ul><ul><ul><li>60 blog mentions </li></ul></ul>Virtual world integration second life
    25. 25. Channel Menu Listing Hammer & Coop Episode <ul><li>Hammer and Coop custom content channels developed for the AdInfuse, Helio and Zannel Mobile networks </li></ul><ul><li>Channels housed the webisodes and music video </li></ul>Mobile media video distribution content channels
    26. 26. Mobile media video distribution exclusive sponsorship Exclusive WAP Banner Exclusive Video Pre-roll Consumer clicks on any video link on the site <ul><li>Hammer & Coop was the exclusive sponsor of the launch of MondoToGo.com, the first mobile site of Mondo Media </li></ul><ul><li>100% SOV for the WAP banner and video pre-rolls </li></ul>
    27. 27. <ul><li>Hammer and Coop trailer and Webisodes distributed through mobile content networks and PodCasts </li></ul><ul><li>1.7 million trailers views and 11,000 Webisode views by Sprint customers </li></ul>Mobile media video distribution :15 Mid-roll & :05 bumper Program Introduction :15 Video Mid-Roll Episode :05 Video Bumper
    28. 28. <ul><li>Over 1.55 million views </li></ul><ul><ul><li>86% of video views from YouTube </li></ul></ul><ul><li>Traffic to MINIUSA.com up 48% </li></ul><ul><ul><li>Saved configurations up 48% </li></ul></ul><ul><ul><li>Dealer site traffic up 47% </li></ul></ul><ul><ul><li>Dealer locator traffic up 17% </li></ul></ul><ul><ul><li>Leads to dealers up 15% </li></ul></ul><ul><li>93% of webisode views came from editorial integration </li></ul><ul><li>May – Aug were record setting sales months for MINI USA </li></ul>Hammer & coop campaign results

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