MINI USA, BMW of North America, LLC.

Kate Alini, Marketing Communications Manager, MINI USA
Trudy Hardy, Marketing Manager, MINI USA
Jim McDowell, Vice President, MINI USA

Butler, Shine, Stern & Partners (BSSP) *Lead Agency

Lyle Yetman, Creative Director
Steve Mapp, Creative Director
Alex Rice, Senior Art Director
Aimee Lehto, Senior Writer
Peter Koop, Director of Editorial
Lori Pisani, Account Director
Traci Hill Lupo, Associate Strategy Director

In 2010, MINI was faced with a dramatically repressed market and no new product news. Our task was to create a campaign that would drive deep engagement around the strategy that MINI was a feisty way to move through an increasingly serious world. The idea to challenge an icon of seriousness, Porsche, to a race was born. In a quick two-week blitz, fueled mostly by earned media, the MINI vs. Porsche campaign achieved 3.3 million press mentions and a 3000% increase in Facebook participation.