This was our final presentation for the Collegiate Effie Presentation given at MINI USA headquarters. The first video in the presentation was our initial entry video. After we submitted our video, two groups were chosen as finalists and given the chance to address the panel's concerns and improve their ideas. We responded with the subsequent slides and a followup video. (Videos not included.) ©2014 Collegiate Effie MINI USA Brand Challenge.

1. MILE
MINI
THE

2. WORKS
HOW IT

3. ROUND 1
Choose five initial rival schools within a region:
– i.e. Stanford, UC Berkeley, UCLA, USC, UCSD
Students will have the opportunity to race against friends,
enemies, rival schools, and, of course, the clock.
Each school will be given two MINI cars with simulators built
into the drivers’ seats.

4. The top 50 drivers as well as the
top 50 social media influencers will
have the opportunity to test drive
real MINIs (no simulators) on
campus through the pre-
established miles ahead program.
From NUVI (social media analytics monitor)
ROUND 2

6. TOP 25 GET A PASS TO BOOTCAMP
ROUND 3

7. DETAILS
THE

8. $125k/ track * 5
– Steve Meyers, Executive Producer/EVP at iRacing
$1.2k / Simulator * 10
$200 / Cameras (selfies/footage) * 10
$400 / iPad mini (sign in) * 10
$2.7k / 4k Ultra HD TV * 10
$2.5k / Tents * 5
$1k / 2 Employees * 5 $5K
$13.7K
$27K
$4K
$2K
$12K
$625K
TOTAL = $688.7K
SIMULATORS

12. Top of line technology
Still get to experience the MINI interior
Builds excitement for the next steps
SIM VS. REALITY

13. VIRTUAL FAVOR PACKAGE

14. COSTS
OVERALL

15. Simulators
On-campus Outdoor
Facebook
Landing/Mobile Site
Prizes
– Miles Ahead Test Drives (500)
– Ind. Motor Speedway (25)
Honorarium (5 schools)
$688.7K
$3.5K
$5K
$50K
$125K
($80K)
($45K)
$100K
TOTAL=$972.2K
BUDGET

16. 79%
0%
1%
6%
9%
5%
Simulators
On-campus Banners
Facebook Ads
Landing Sites
Miles Ahead
Indianapolis Motor Speedway
BREAKDOWN

17. OUTCOMES
THE

18. GAMIFICATION THEORY

19. Real Competition
Realistic Timeline/Evolution of Idea
Incentivize - Real Rewards
HOW TO ‘GAMIFY’

20. 7-10K
INSTA
560-
800K
jeffbullas.com
SOCIAL KPI’S

21. PERCEPTUAL/ATTITUDINAL : 70% of participants
positively mention MINI in a social media interaction
within one week of their experience.
BEHAVIORAL : 5% increase in MINI test-drives by
members of the target market.
BUSINESS : .75% increase in MINI sales annually
nationwide.
– 6.3% in specified DMA
FINAL KPI’S