“Chick Car” Success

Lee Nadler, Marketing Communications and Launch Manager – MINI USA

Recently, at the Association of National Advertisers – Brand Activation Conference MINI USA’s Lee Nadler discussed the success of their recent “Defy Labels” campaign. With more than 20 pieces of advertising material, the brand’s mission was to get people to think differently about MINI its newest offering, the redesigned Clubman.

As mentioned on chiefmarketer.com, the program brought overwhelming increases in social media mentions, and the advertisement which aired during Super Bowl 50 lifted MINI’s Twitter rank to number one during the game. A somewhat impressive statistic considering the company’s smaller size and marketing budget compared to larger manufactures.

Read the full story, and learn all about how MINI is leveraging “Defy Labels” at chiefmarketer.com.


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Mike Bober has been involved in many aspects of the MINI Community, including working with multiple national series racing teams. He currently owns his first MINI, an R53 "Ramsey", a R60 Countryman "Lauda", and a F56 "Stanton". Previously owned was an R59 Roadster "Winnie". -- Along with many other major MINI events, Mike recently completed his second coast-to-coast MINI Takes The States event.

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