MINI Clubman Hype Begins With Record Player, Shoes
When BMW launched MINI stateside, its U.S. ad agency's unconventional approach (heavy on internet-based viral marketing) did wonders for the brand. Now that the new German-built, Jeremy Clarkson-reviled MINI Clubman is set to cross the pond, the automaker's "brand advocacy partner" Butler, Shine, Stern, & Partners (a.k.a. BSSP) has devised some, uh, "unique" cross-branded swag. Brandweek reports that the Sausalito-based agency has hooked-up with Visionaire, a NY publisher of themed, multimedia magazines to create the the $250 “Mini Clubman Vinyl Killer" edition. The package includes five picture-disc 12-inch records and a portable record player with a small Clubman replica for a cartridge. No really. There's also the MINI Clubman Onitsuka Tiger. The bespoke running shoe sports the MINI logo on the heel, and comes in color schemes to match those available for the Clubman (including black/silver and cream/British green). As you might expect, Brandweek analyzes MINI's most recent marketing plans with something approaching a Zen koan: "There is a place for Mini to work on selling to more hipster-oriented consumers, and it lies somewhere between Scion and Mini." So now you know.
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