In the last couple of (working) days I’ve been reviewing cool digital carmakers digital campaigns (will post more in detail when I’m done). A couple of hours ago I came accross this new MINI viral and while usually I’m not using this blog for negative blogging on creative, this time I can’t help myself.
I like MINI and I think that generally their comms are great fun. I wasn’t a big fan of their previous viral campaign, yet it had something surprising and witty in it. But the new one is completely useless and daft (and not in a cheeky, farcical MINI style). Here’s how ‘MINI mail’ works- you send a message to your friend , which is then written by a MINI car burning rubber in a parking lot (see pic above). what??? yup, this is what it is. Makes me yawn, really. So i did a bit of search and found more about it on iMedia Connections showcase:
"Our panelists felt this smooth, savvy viral marketing
piece from Firstborn truly incorporates the MINI Cooper brand into the
online experience of customizing a vehicle".
Am I missing something here?
Comments 4
No. I don’t think you’re missing anything. It’s just a bit sad in its conception. And it’s a little poor in it’s execution, too. What’s this “message” about? Why should I want to customise my mini? And - most pedantcally - why aren’t the skid marks done properly? Wouldn’t they cross each other on the curves?
Also, this “using cars to spell out messages” has so-oo been done already in a TV spot. Can’t recall which, sadly, or I’d supply a link
Posted 18 Oct 2006 at 1:58 pm ¶It’s weak sauce as we say in the U.S.
I can’t figure out who the intended audience is and what insight may have been used for the concept.
I’m struggling with this very problem as we speak-viral for the sake of viral.
Posted 18 Oct 2006 at 10:21 pm ¶Mat / Harry - thanks for dropping by. I’m less interested in the execution subtleties, I just think the idea is dull.
Insight? what insight? and I don’t agree to the viral is good as long as it is talked about. It gives legitimacy for stupid, useless, badly executed works.
A.
Posted 19 Oct 2006 at 8:18 am ¶The ‘aveaword’ viral was from the UK, this one is from the US.
Posted 19 Oct 2006 at 6:33 pm ¶Post a Comment