This summer, MINI promoted the “not normal” relationship MINI fans have with their cars via ‘salute’ billboard. What was this all about? The promotion itself involved a digital billboard that is equally regarded as “not normal”.
Here’s the work: a spotter identified MINI car drivers passing by the series of billboards and started a communication. They did things like take a photo and place it live on the billboard to treating them to a meal. This kind of campaign would be easily attracting their fans (MINI users) and increasing their loyalty as well. Awesome campaign that rewards MINI drivers! In just one week, they ‘saluted’ 1,941 loyal MINI fans.