MINI HARDTOP 2-DOOR | MINI USA

The launch of the reimagined Hardtop 2-Door in 2014 was a HUGE marketing initiative at MINI USA. Coming off its broad 'Not Normal' campaign, MINI hoped to capitalize on its success in the US market with a fresh take on the classic Cooper Hardtop.

Using its official brand mascot, the bulldog, this launch was supported by a massive integrated campaign that included PR, experiential, and paid media to reach consumers at every touchpoint. It premiered at the LA Auto Show with a private influencer launch party which included a celebrity guest list and performance by the band Passion Pit.   

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Content was developed and strategically distributed depending on audience type, location, demo and psychographics to drive specific actions related to the new model. As a result, the campaign to launch the Hardtop in the US was one of the brand's most successful initiatives of the past decade.