MINI MINI Takes the States
Driving MINI’s most epic cross-country road rally to date.
challenge
TEAM was tasked to deliver a legendary MINI TAKES THE STATES (MTTS) biennial cross-country road rally and keep loyal MINI owners begging for more.
solve
Bring the MINI community back together to celebrate what it means to own a MINI. We added unexpected experiences, shorter drive times and fresh technology integrations to make it stand apart from previous MTTS rallies. Each day kicked off with a morning Rise & Rally festival at a unique location with entertainment, surprises, and group drive-offs. Then it was time to hit the pavement. There were curated daily drives including the best back roads down the eastern seaboard.
outcome
The 8th MINI TAKES THE STATES put on the greatest show on wheels. The epic trip traveled for nine days with eight city stops starting in Burlington, VT and ending in GREENVILLE, SC. Along the way, people enjoyed daily scavenger hunts, special breakfasts, swag giveaways, discovered roadside attractions and helped raise money for MTTS’s official charity partner Best Friends Animal Society. The event culminated with a weekend of MINI fun including track experiences, music acts, a comedian, bingo, laser light show and more.
MINI Vehicles
Registrations
Game Players
$90k
Raised for Best Friends Animal Society