MINI Buys Into Reality TV Matchmaking

Have you seen House Hunters, the reality television series where prospective home buyers explore three options before choosing which one to invest in? Did you know there’s a similar series for car buying on the Esquire Network? Did you know there was a network called Esquire?

Well, the marketing folks at MINI (USA) didn’t either, but when they “put out a request for proposal looking for a way to showcase its car to sophisticated customers as a premium brand”, the show’s producers came forth with a surefire campaign to put MINIs in front of an audience.

According to Broadcasting & Cable an upcoming (Sept. 21st) episode of Car Matchmaker will feature not just a MINI as an option for the prospective buyer, but three MINIs, and for the first time in the show’s three season run, only a single brand for the buyer to choose from. Featuring the Clubman, the JCW Hardtop, and the (soon to be made-over) Countryman, the episode is being sponsored by MINI and credited to make sure viewers are aware of the brand’s contribution.

In addition MINI has purchased advertising space on the Esquire Network in hopes of reaching more of its target demographic as it continues to move away from its fun and spontaneous marketing campaigns and more toward serious and sophisticated content.

If this type of programming interests you… another episode of Car Matchmaker features a buyer looking for a motorcycle with a sidecar for his dog to ride in. While we all know MINIs are (were?) fun and exciting, the dog episode might make for a little more entertainment.

What do you think about this type of targeted advertising? Will you tune in? Are you ready for the “premium” Countryman launch? Tell us below!

EDITORIAL NOTE: The repeated use of the word “sophisticated” in this story prompted automated recommendations to use the word “expensive” as a replacement. Is that the impression these small and unique cars try to impress?

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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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