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Press Release

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MINI USA Delivers The Best Test Drive Ever. Period.

  • 23.12.2011
Contained media data:

 

  • To celebrate Motor-Tober, MINI USA launched a contest for fans to submit their fantasy test drive, promising the winner that it’ll be made a reality
  • Portland (Oregon) resident, Matthew Foster’s, fantasy test drive submission selected as MINI contest winner
  •  Film of Foster’s test drive to premiere online on MINI USA’s Facebook Page,  YouTube Channel and in cinemas nationwide starting Friday, December 23 as part of a national media buy reaching more than 20 million viewers
  • Foster’s Winning Fantasy Test Drive Submission: Stewardess, Salt Flats, Sushi, Paratroopers, Falconer

 

Woodcliff Lake, NJ – December 23, 2011 — As the finale to “THE BEST TEST DRIVE EVER. PERIOD.” contest, MINI USA awarded one lucky motoror a fantasy test drive experience in the all-new MINI Coupe. The film highlighting the experience will make its premiere on Friday, December 23 nationwide on MINI USA’s Facebook page, Youtube channel, MINIUSA.COM and in cinemas nationwide.

The national contest, created by Butler, Shine, Stern and Partners out of Sausalito, CA launched in October as part of MINI USA’s annual Motor-Tober activities. The rules were simple but the sky was the limit: fans were asked to submit their version of the most outrageous, entertaining, attention-worthy concept for a test drive… in just six words.

Over 14,000 entries came pouring in and were evaluated on creativity, originality, and the best use of a brand new MINI John Cooper Works Coupe. MINI even partnered with Larry Smith, founder of the 6-word memoir project to help judge the entries. From all of the entries received, MINI USA selected one winner: Mathew Foster, from Portland, Oregon.

The events that followed will certainly go down in Mathew Foster and MINI history. He and his girlfriend were flown to the bright lights of Los Angeles, where Foster found himself behind the wheel of a MINI Coupe driving at blistering speeds through the salt flats with a stewardess feeding him sushi, and paratroopers flying overhead.

“It is safe to say that MINI has officially delivered on the promise of ‘THE BEST TEST DRIVE EVER. PERIOD.’ and provided a once in a lifetime experience. While there was only one winner, MINI USA wanted to ensure that everyone could share in the experience, thus Facebook, Twitter and YouTube were cornerstones of the promotion,” stated Tom Salkowsky, Manager, MINI Marketing.

The cinema buy will reach millions of movie-goers during the key movie week between Christmas and New Years. Additional details are as follows:

  • 2,707 total theaters
  • 23,268 total screens running PG 13 and R-rated films
  • Timing: 12/23/11 – 1/1/12      

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 which has been present in the United States since 1975.  Royce Motor Cars NA, LLC began distributing vehicles in 2003.  The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country.  BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 and X3 Sports Activity Vehicles and X6 Sports Activity Coupes.  The BMW Group sales organization is represented in the U.S. through networks of 339 BMW passenger car and BMW Sports Activity Vehicle centers, 137 BMW motorcycle retailers, 110 MINI passenger car dealers, and 36 Rolls-Royce Motor Car dealers.  BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

 

Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: www.press.bmwna.com.  Additional information, images and video may be found at www.miniusanews.com.

About BSSP

BSSP (www.bssp.com) is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, integrated communications planning, brand identity, design and strategic brand consulting. In 2010, BSSP was named by Adweek as “Best Small Agency of the Decade. BSSP is one of the largest independent agencies on the West Coast and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including MINI Cooper, Priceline, Columbia Sportswear, Sorel, AT&T Interactive, Isis Mobile Payments, Greyhound, Electronic Arts, and Mission Foods, RadioShack and Nokia.

 

If you have any questions regarding this press release, please contact:

BMW Group
Nathalie Bauters

Tel.: +1-201-930-3166
E-mail: nathalie.bauters@miniusa.com

National PressClubs


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