MINI Together
Safely driving the MINI owner community back together.
challenge
Safely bring socially distant MINI owners back together to foster a national sense of community and get MINI dealers in on the action.
solve
Things might look and work a bit differently during the pandemic. However, one thing didn’t change: how it feels to hit the open road, explore, and connect with other MINI enthusiasts. TEAM used that insight to create an experience that brought MINI enthusiasts together in cities across the nation to help rekindle the community, build socially distanced connection, and create a sense of normalcy again.
outcome
To kick things off, TEAM put together premium goody bags filled with over 15 MINI items, which were given to participants upon check-in. From there, the day kept getting better as people took their MINIs for a spin in their towns, exploring the open roads with one another. They also had the option to set out on a scavenger hunt guided by an app specifically created for the event by TEAM. Afterwards, everyone attended a virtual event full of exciting announcements, an interactive art activity, and an executive Q&A.
Registrations
App Downloads
Raised for Charity
%
of all MINI Dealers Participated