BMW brand Mini has developed a new Web-based CRM campaign, dubbed Mini Lunatics, which urges drivers to visit a microsite and join together to send a Mini “to the moon and beyond”.
An email push, devised by Lida, launches this week and asks Mini owners to register their details and input their Mini mileage on the site www.mini.co.uk/lunatics. By pressing the ‘launch’ button, owners will be ‘fired into space’ arriving at the ‘space dock,’ which appears on the landing page. Copy on the email highlights that the more miles the Mini receives, the further into space it will go.
Prizes will be offered throughout the user’s journey, including 15 spot prizes that will be revealed on certain areas of the site. There will also be a chance to win a family holiday to Cape Canaveral in Florida for the Mini Lunatic who manages to find all the hidden clues that are in the space dock. All creative features a futuristic, space-age look and feel.
Traffic to the site will also be driven via social media updates and Mini owner’s forum posts. To increase reach, Lida has also developed the option to share through Facebook and Twitter.
Mini national communications and direct marketing manager Stuart Walker commented: “This is another original concept that will undoubtedly strengthen ties with our customers and hopefully put a smile on their faces. The agency impressed us with its strategic and creative approach.”
Lida creative director Nicky Bullard said: “It’s not every day you get an email that asks you to send a Mini to the moon. ‘Mini Lunatics’ is surprising, and, in true Mini style, a whole lot of fun.”
