BMW-owned Mini is aiming to capitalise on the Queen’s Diamond Jubilee celebrations with an interactive Facebook app – ‘Mini Royalty’ – as part of the car marque’s CRM programme, handled by Lida.
Designed to play on the idea that Mini customers are, in fact, royalty to Mini and deserve a place in the spotlight, it offers followers the chance to wave from a specially designed ‘Royal Balcony’.
Keeping to the Jubilee theme, customers are encouraged to take and upload a photo or film of themselves performing their best Royal wave, where they will be added to a digital ‘Royal Balcony’ so they can wave to the world.
To boost customer interaction, Mini fans can share their wave and the app with other Facebook users, whilst their Royal wave will also appear in their Facebook newsfeed.
Fans are also incentivised with daily prizes like VIP tickets to the Goodwood Festival of Speed, and suitably regal weekly prizes, including clay pigeon shooting, and champagne afternoon tea for two.
To further promote the activity, Mini launch an email campaign – also created by Lida – to existing customers inviting them to take part. It will also run Facebook advertising.
Mini social web and community marketing manager Sarah Walker said: “With this communication we are looking to develop an engaging dialogue with our customers that reaffirms their passion for the brand. We wanted to leverage Mini’s British heritage to tie into the Queens Jubilee.”
