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MINI USA PROMOTES BRAND EXPERIENCE WITH SPONTANEOUS CONCERT SERIES.

Woodcliff Lake, NJ – December 21, 2012… It’s not every day that a MINI Hardtop is backed into a furniture store where it becomes the centerpiece of a pop-up concert… one that features an emerging artist whose fans are alerted by Twitter and Facebook, and storm the venue. It’s all part of MINI’s ongoing initiative known as ‘Not Normal,’ a global MINI Marketing program designed to reinforce the brand’s philosophy and introduce MINI to those who may not know how closely their mindset is aligned with the brand’s.

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New Initiative Expands MINI’s ‘Not Normal’ Global Brand Platform

 

Woodcliff Lake, NJ – December 21, 2012… It’s not every day that a MINI Hardtop is backed into a furniture store where it becomes the centerpiece of a pop-up concert… one that features an emerging artist whose fans are alerted by Twitter and Facebook, and storm the venue. It’s all part of MINI’s ongoing initiative known as ‘Not Normal,’ a global MINI Marketing program designed to reinforce the brand’s philosophy and introduce MINI to those who may not know how closely their mindset is aligned with the brand’s.

 

The takeover of normal businesses and routines, and making them an exciting event, is exactly what is happening across the country as MINI USA seeks to connect with influencers by offering unique experiences in unexpected places. The concert series aptly titled “MINI Normal Crashing Tour,” brings to life the ‘Not Normal’ global brand platform developed by agency partner Butler, Shine, Stern & Partners (BSSP).

 

“As our owners will attest, motoring in a MINI has always made daily routines like morning commutes or grocery runs more of an exhilarating experience; and the Normal Crashing Concert Tour applies the same principle beyond the vehicle,” said Lee Nadler, MINI Marketing Communications Manager. “These concerts are helping to share the brand’s values with those who haven’t been in a MINI before, reinforcing the brand’s commitment to remain Not Normal and deliver MINI-style fun and turn something ordinary into an amazing experience.”

 

Over the course of December, MINI is taking over seemingly ordinary locations in Chicago, New York, Austin and Los Angeles, and transforming them into the backdrop for a surprising event – a live concert. The events are promoted exclusively through social media, with the actual locations announced just hours before they start.

 

“‘Not Normal’ is a philosophy that has guided the design of MINI for over 50 years; and it’s the same philosophy that delivers a unique owner experience to the MINI Community,” explained John Butler, Chief Creative Officer of BSSP.  “BSSP developed the idea of these shows to tell MINI’s story to a younger audience, which influences a lot of what goes on in culture, but that doesn’t like being advertised to.”

 

Each event also provides a way for MINI to create unique content – films of the events – that extend the ‘Not Normal’ initiative, partnering with music discovery platform RCRD LBL to source up-and-coming bands including Twin Shadow, Real Estate, araabMUZIK, and Dale Earnhardt JrJr.  The Chicago concert took place in a furniture store, and in New York it was staged in a Hardware Store. Austin’s concert was held surrounded by the famous food trucks. All had capacity-level crowds in attendance. Information about the next event, scheduled for December 28 in Los Angeles can be found by going to: www.MININormalCrashing.com. 

 

The “Not Normal” initiative launched globally in October and seeks to define what the MINI brand represents, and the concert series complements MINI’s other ‘Not Normal’ activities in dealerships, as well as through online videos and social media activity. In addition to the ‘Normal Crashing Concert Tour, MINI USA will launch its ‘Not Normal’ brand film in Cinemas beginning in December.  The video contrasts the greyness of everyday life with vignettes of artist and musicians who share the MINI ‘Not Normal’ philosophy.

 

MINI in the US

MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC, located in Woodcliff Lake, New Jersey and includes the marketing and sales organizations for the MINI brand.  The MINI USA sales organization is represented in the U.S. through a network of 115 MINI passenger car dealers in 38 states. MINI USA began selling vehicles in the U.S. in 2002 with the introduction of the MINI Cooper and MINI Cooper S Hardtops.  Since then, the MINI Brand in the U.S. has grown to encompass a model range of six unique vehicles.

 

Journalist note: Media information about MINI and its products is available to journalists on-line at www.miniusanews.com

 

Consumer information about MINI products is available via the internet at: www.MINIUSA.com

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