Every summer, MINI NEXT partners with Best Friends Animal Society to hold the month-long Adoption Sales Event. MINI Owners are known to be dog people, so what better excuse than to partner with Best Friends Animal Society to give back for every MINI NEXT Certified Pre-Owned vehicle sold?
The goals for this year’s event were to sell MINI NEXT CPO vehicles and drive traffic to the MINI NEXT pages.
In addition to the primary goals, there’s the constant challenge of building awareness of the MINI NEXT brand. That’s how the K-9 Showroom came to life.
The creative team not only developed the “normal” assets according to the media plan, they also came up the idea to create an interactive digital showroom where visitors could explore the ins and outs of a MINI NEXT with a twist – the camera angles would be delivered by adorable puppies. This would be a highly shareable piece to help spread the MINI NEXT name and the news of the Adoption Sales Event. The Client loved the concept and supported the production of what became the K-9 Showroom website.
When it came time to getting people to a site full of puppies wearing cameras, we couldn’t think of a better avenue than social media. We posted images and videos on both Twitter and Facebook, where viewers would be intrigued to see more and share with their friends. We even developed a special Twitter feature on the website called “Tweet a Treat” where visitors could tweet about the experience and instantaneously see a video of a puppy getting rewarded with a tasty treat from our Tweet a Treat vending machine.
The Adoption Sales Event and K-9 Showroom were a huge success and the Client was extremely pleased with the results:
· MINI NEXT sold a record high of CPO vehicles, +43% YOY · Over 240K MINI NEXT site visits (second only to the MINIUSA homepage) · Visitors came and stayed on the K-9 Showroom website, averaging 2.5 minutes · 17K+ social media shares, 73% over goal · 19M+ Facebook impressions · 2K+ Tweets and Retweets · Best Friends Animal Society saw and uptick to their website with 2,226 visits