The document outlines a marketing campaign for the launch of the new MINI Crossman vehicle. It describes using "fake news" by announcing a non-existent "MINI Big Foot" to generate interest. At the Paris Motor Show, BMW would present the actual new MINI Crossman model. The marketing campaign would include direct mailings that expand to reveal more information, an interactive website homepage that enlarges to show more, and an alternate reality game where users help reveal the vehicle's shape through an online map. Various banners and dealer displays also focus on revealing more of the vehicle when enlarged. The goal is to build curiosity and get people to "make it big" to discover more details about the new MINI Crossman.
The document outlines a marketing campaign for the launch of the new MINI Crossman vehicle. It describes using "fake news" by announcing a non-existent "MINI Big Foot" to generate interest. At the Paris Motor Show, BMW would present the actual new MINI Crossman model. The marketing campaign would include direct mailings that expand to reveal more information, an interactive website homepage that enlarges to show more, and an alternate reality game where users help reveal the vehicle's shape through an online map. Various banners and dealer displays also focus on revealing more of the vehicle when enlarged. The goal is to build curiosity and get people to "make it big" to discover more details about the new MINI Crossman.
