MINI’s new viral sux
by asi
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?
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
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.
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.
The ‘aveaword’ viral was from the UK, this one is from the US.