REVVING UP RECOMMECTION WITH A NATIONWIDE RALLY OF UNITY
MINI shifted community spirit into high gear, creating a national drive that steered clear of social distance without ever breaking safety protocols.
TEAM put the pedal to the metal on community spirit, reminding MINI enthusiasts that the thrill of the drive and camaraderie knows no speed limits, even when the world hits pause.
Through city streets and scenic routes, MINI drivers got a taste of the freedom they'd been missing, all while bagging swag, snagging scavenger hunt brags, and bonding over bonnets and boots—safely, of course.
Wrapping up the day, the virtual afterparty was a hit, offering a digital dashboard of activities, from paintbrushes to powerpoints, ensuring the MINI's buzz ran well past sundown.
4,000
registrations, because nothing says 'community' like a convoy of MINIs.
3,000
app downloads to guide the hunt, turning every MINI into a mobile mission control.
90%
of dealers on board, it was less of a promotion and more of a movement.
