BMW's MiniUSA drives consumers to its site

Share this content:

British car company Mini, a division of BMW breaks into the U.S. market with a viral e-mail campaign designed by interactive agency Firstborn that has consumers reading its dust.

Visitors to the Web site design their own Mini, which drives across the screen and spells out a personalized message in its tire tracks. Visitors then e-mail these messages to friends.

"We wanted to get people to share the site with their friends, and then get them to actually visit the site," said Michael Ferdman, owner and president of Firstborn, New York. "As opposed to putting the message in the e-mail, in which they may go to the site, or they may not."

To make the message, the user can pick from four models of Minis and customize the color and design the hood of the car. The user then writes the text for the message to be drawn out in tire tracks in the message's link.

The recipient receives an e-mail that links them to the MiniUSA Web site at www.miniusa.com where the message can be read. The text of the message has been translated into the Mini mail format and is drawn by a moving Mini car.

Firstborn created the interactive design in conjunction with the San Francisco-based ad agency Butler, Shine and Stern.

"The goal was to create something that was very easy for users, so that they would stay at the site and not be deterred by a complicated process," said Dan LaCivita, executive producer at Firstborn.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above