Portland State UniversityEntry Number : 328824

COLLEGIATE EFFIE AWARDS COMPETITION

Table Of ContentsExecutive Summary The Challenge Campaign ObjectivesSituation AnalysisConsumer EnvironmentCompetitive EnvironmentTarget MarketResearchCreative StrategyMedia Strategy and PlanEvaluation MetricsBudgetAppendix

Project Created By

Spring WedlundTheresa NelsonKelly Rachel OngkowidjojoLoan Tran

wedlund@pdx.edutheresa.nelson@pdx.edukro3@pdx.eduloant@pdx.edu

4-56668912141819252728

Create an integrated, marketing campaign using multiple channels with a focus on social media and experiential activities to increase awareness of MINI among Millennials age 18-24 and get MINI into their consideration set.

Executive Summary

The Challenge

Objective

Situation Analysis

Target Audience

Big Idea

Get MINI on Millennials’ shopping list through increasing social media reach and engagement and increased sales and participation in the College Grad Program.

The government heavily regulates the automobile industry, holding it to safety and environmental standards. The compact car industry is booming because people are looking for more fuel-efficient vehicles. New car sales rose during 2012-20131.

By 2011, Millennials made up nearly one quarter of the population. While they are the largest and most diverse generation of consumers, they have the lowest median income and rely on family for basic necessities. What truly separates Millennials from older generations is their dependence on technology. Mobile applications and the internet define who they are2.

MINI unites the Millennial generation by celebrating technology’s original intent to connect its users. “Come Together.”

Media StrategyGuerrilla marketing will be the main advertising channel, with all other channels supporting this effort. Six specially designed installations will be displayed in the following four spot markets:

• Boston, Massachusetts• Chicago, Illinois• Austin, Texas• San Francisco, California

To support the guerrilla installations, both traditional and social media will be used. Traditional media will be in the form of out-of home-transit, local print ads, and national video ads.

Local MINI dealerships will be involved as well, by setting up booths at campuses for the "MINI Takes Campus" event.

Social media will be used for community engagement that ties in with the Big Idea. The platforms that will be used are:

• Twitter• Facebook• Instagram• Snapchat• youtube

Budget

Communication EvaluationThe progress of the campaign will be monitored through the following Key Performance Indicators:

• Social Media Reach• Social Media Engagement• Sales Among Target Audience• Participation rate of College Grad Program• Positive Perception of MINI among target audience• Consideration Set Placement among target audience

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THE CHALLENGE

SITUATION ANALYSIS

CAMPAIGN OBJECTIVES

The Collegiate Effie presented the MINI USA brand challenge to create an integrated, multi-channel marketing campaign with an emphasis on social media and experiential activities. These efforts must increase awareness among Millennials age 18-24 and get MINI into their consideration set. The goal is to get MINI on Millennials’ shopping list through increasing social media reach and engagement and increased sales and participation in the College Grad Program.

Both primary and secondary research has been conducted to gain insights into this target group their approach to car buying, and how best to reach them. The insights derived came from an online survey, three focus groups, and personal interviews, as well as secondary research reports. MINI’s current social media efforts have been thoroughly audited, and a new strategy has been devised to better connect with the target audience.

A measurable plan has been developed that incorporates earned, owned and paid media to rise to the challenge of increasing awareness among the target audience. This plan includes a variety of creative executions that cohesively illustrate our big idea and will appeal to Millennials age 18-24. The strategy created meets the competition challenge while staying true to the cheeky and fun MINI brand, whose tagline is currently, “Not Normal.”

There are three types of objectives for this campaign: Business, Behavioral, and Perceptual/Attitudinal.

Business

Behavioral

Perceptual/Attitudinal

Increase sales among 18-24 year olds by 10% by the end of one year. This will be measured through a survey distributed to all MINI buyers after the purchase of their car. Increase use of the College Grad Program by 5% by the end of the year.

Increase social media reach among 18-24 year olds 10% by campaign end, and social media engagement 15% by campaign end. Likes and new followers on social media, as well as comments, shares, and use of the MINI hashtag will measure these Key Performance Indicators.

Increase positive perceptions of MINI among the target audience and placement in the consideration set. This will be measured by polling a sample of Millennials age 18-24 before the campaign begins as well as one year after it has run.

As urban areas become densely populated, it becomes a mission to find a compact car. They want a car that can easily navigate around the hustle and bustle of urban areas.

Some people care about performance, exterior design, interior decor, and some just want a safe car. People want to be able to navigate around the city, which includes potholes, bicycle lanes, and pedestrians. The government heavily regulates the automobile industry, holding it to safety and environmental standards. Compact cars fall within the standards, but when it comes to achieving the MPG, compact cars must achieve a higher MPG than bigger gas-guzzling cars. Overall, the compact car industry is booming because people are looking for more fuel-efficient vehicles.

Although There are no real dominant players within the compact car industry3

There is one important factor that affects the automobile industry as a whole and that is the sociocultural factors of Millennials. The fact that many Millennials get around the city and use public transportation or ride bicycles means they are less likely to own a car. Most Millennials are moving to larger urban areas where having a car can be seen as wasteful. If Millennials do own a car, it is usually a hand-me-down. As research indicated from Mintel, there is a decline in car ownership with Millennials. Sociocultural factors among Millennials have a big impact on the automobile industry as a whole4.

1Bird, Colin. “Car Purchasing Process.” Mar. 2014. Mintel. Portland State University Library, Portland, OR. 28 March 2014.2Grabowski, Gretchen. “Marketing to Millennials.” Aug. 2012. Mintel. Portland State University Library, Portland, OR. 2 Feb. 2014.3Bird, Colin. “Compact Cars and Crossovers.” Feb. 2014. Mintel. Portland State University Library, Portland, OR. 28 March 2014. 4Ibid.

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According to a Mintel report, new car sales rose during 2012-2013. This year also saw an increase in used cars, but at a much slower rate as consumers nowadays tend to keep their cars for longer periods of time. Despite four consecutive years of healthy growth, the car market is nearing a normalized state. One major contributing factor is Millennials entering the workforce. With increased fuel prices, living expenses, college debts and less than ideal job prospects, Millennials look to alternative forms of transportation. Many rely on public transit, biking, or travel by foot as a large portion live in urban settings where owning a vehicle is not absolutely necessary. However, when Millennials do make a car purchase, they are more likely to seek out compact, commuter vehicles5.

Consumer Environment

Competitive Environment

In November of 2013, Mintel conducted a survey that asked Millennials if they would consider purchasing a compact car within the next three years. Of the 448 respondents, 24% said they would consider a compact car, while 69% said they would prefer a passenger car6 . This can be attributed to Millennials financial hurdles as previously mentioned, causing them to take their time when making large purchasing decisions, and their concern with where they will be in the future (e.g. starting a family and requiring a vehicle with more space). Most importantly, considering over half preferred a passenger car, Millennials see a car as space where friends and family travel together.

Over the years, MINI has been known for its unique look and adoption of a cult-like following. Its distinct appearance combined with its compact size, and customizable interior and exterior, significantly narrows down its pool of competitors. The most notable of which include the Fiat 500 and Volkswagen Beetle.

5Bird, Colin. “Car Purchasing Process.” Mar. 2014. Mintel. Portland State University Library, Portland, OR. 28 March 2014.6Ibid.

car profile

MINI Cooper Hardtop

• Starting price: $19,950

• Average MPG: 30/41 (varies depending on customization and performance package)

• Exterior comes in multiple colors with the option of choosing different colors for the roof and mirrors, as well as optional details including chrome features, bonnet stripes, spoilers, and white turn signals

• Interior modification options include seats, upholstery, dash, door and trim7

7“Hardtop.” MINI. N.p., n.d. Web. 28 Mar. 2014.

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Volkswagen Beetle Coupe

• Starting price: $20,295

• Average MPG: 25/28

• Exterior comes in 11 fun, metallic and non-metallic colors

• Interior is limited to two dual-tone options9

Fiat 500

• Starting price: $16,195

• Average MPG: 31/40

• Exterior comes in 15 fashion forward colors

• Interior is limited to two dual-tone options8

8“2014 Fiat 500 Models.” FIAT. Chrysler Group LLC, 2014. Web 28 Mar. 2014.9“Beetle Coupe – Volkswagen of America.” VW. Volkswagen of America, Inc, 2013. Web. 28 Mar. 2014.10This refers to the entire MINI line and is not specific to the MINI Cooper Hardtop.

When comparing the Fiat 500, Volkswagens Beetle Coupe and MINI Cooper Hardtop, the competition between these sporty, two-door, compact vehicles becomes undeniable. They all have stand out, iconic body designs with a range of exterior modification options. Their compact size and MPG make them ideal for urban lifestyles.

In terms of customization, MINI is unbeatable. Boasting over 10 million ways to configure10, MINI provides the ultimate car to showcase one’s uniqueness. This is an especially desirable quality to Millennials as it allows for more individual expression than anything else on the market while simultaneously providing a deep sense of community and belonging. While the Fiat 500’s price point is more appealing to this generation, it does not have the same impactful, historic background as the VW Beetle and MINI Cooper Hardtop. Overall, the competition is tight but MINI has the most potential to be seen as the ideal option for the Millennial generation.

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By 2011, Millennials made up nearly one quarter of the population. While they are the largest and most diverse generation of consumers, they have the lowest median income and rely on family for basic necessities. With their everyday expenses taken care of, Millennials are more likely to invest what income they do have on expensive, status-oriented products. Furthermore, they are more likely to cut costs on products unrelated to their outward perceptions of status, and focus their attention on luxury goods such as technology, apparel, and travel. These attitudes are especially strong in young Millennials (ages 18-24), as they are less likely to be independent11.

Looking for adventure and a new way to express their individuality, this segment is ready to take on the challenge of college life. Excited for this next step, they are open to any opportunity to enhance their self image. They have started visualizing their ideal life and, due to their optimism, believe it is within their reach. Now, with the first taste of freedom, they begin the search for the perfect car that will suit their personality for years to come.

This group consists of 18-20 year-olds, both male and female, who have recently graduated high school. They have begun the college search and considering where they want to spend the next four to five years of their life. Thus, they are looking for a car that will enable them to have more freedom, especially if the college they have decided to attend is in a different state, away from the comforts of home.

target market

MARKET SEGMENTS

These Fresh Young Minds are single ladies and gents who will be living on or near campus with friends. They do not have major responsibilities outside of school and enjoy spending time in urban areas where parking is limited, making ownership of a small car very appealing. However, this segment relies heavily on their parents for financial support as most are not likely to be employed. Parental opinions are, therefore, greatly influential factor that must be taken into consideration.

Fresh Young Minds

Qualified Hopefuls

Enjoying college life, these confident students have a clearer vision of their career path and are working hard towards their goals. Preparing for life after graduation, they are beginning to re-consider their priorities. Despite the growing pressure of entering the workforce, they remain optimistic and determined. Appearance has become increasingly important to this sub-group as it forms the foundation for how they define themselves as individuals, community members, and potential employees.

These 18-22 year-old, young men and women are either focused entirely on their studies, or split between school and work or internships. "While they still depend on their parent’s support for basic needs, what disposable income they do have is spent on luxury, status related goods."11 These goods (i.e. apparel, technology, and travel) are experientially oriented and commonly discussed and documented through online social media.

Young Professionals

Fresh off the college crop, these graduates are eager to start their professional lives in a competitive environment. This is an especially exciting time for these Millennials as they have begun to leave the nest and flock to new places in search of work. Those who do generally live with roommates or significant others. No longer tied down by school, these 22-24 year-olds have the world at their fingertips.

Within the Millennial target market exist three prominent segments that strongly sync with the MINI brand. If MINI expects to expand its reach to the Millennial generation, creating a relationship with the following sub-groups is crucial.

11Grabowski, Gretchen. “Marketing to Millennials.” Aug. 2012. Mintel. Portland State University Library, Portland, OR. 2 Feb. 2014.

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research

With their new career and goals ahead of them, they are determined to live the life they want. Earning a steady income and having basic responsibilities, and no families, this group has a higher disposable income than the previous two segments. However, this group is also very cautious of how they spend their money. Many continue to depend on their parents for financial support, at least until they feel stable enough on their own. Thus they take great care before making important purchasing decisions. Among their newfound adult responsibilities, they set high expectations of success in their professional lives. It is imperative they find success in their work before they feel ready to start a family of their own. The Millennial generation is known for postponing marriage and children, as they prefer to live an urban lifestyle, enjoying the energetic lifestyle of a city dweller. Despite these first steps of their new adulthood, they have remained close to their family. With such strong relationships with their parents, Millennials continue to think highly of their opinions.

Extensive research was conducted on MINI, new compact cars, and the Millennial generation. Data and information was taken from primary research as well as secondary research. The primary research consisted of a survey with 751 respondents, of which 558 where among the target audience. Three focus groups were conducted, in addition to personal interviews.

PRIMARY

Survey

In order to gain a deeper understanding of Millennial’s perception of MINI, their influences, and favorite social media, a 14-question survey was conducted through Survey Monkey. Of the 751 respondents, 558 were in the target age group (18-24). It is from this age group that the following statistics were derived.

The most popular adjective used to describe MINI was “cute,” followed by “small.” The number one ranked reason for why one would not buy a MINI was price, while the second reason was, again, its small size. Nearly half of the respondents, 47%, listed price as the most important factor when making an auto purchase decision. Millennials are not only price-sensitive, but greatly influenced by their parents. While 40.16% felt consumer reviews were the most influential, 37.5% named parents as their number one influence when it comes to making a car purchase. Lastly, Instagram was ranked the top mobile app, Facebook was the top social network followed by Twitter and, once again, Instagram.12

Focus Groups

Three focus groups were conducted among 18-24 year-olds. The first focus group, with three participants, was held February 14th on Portland State University campus. The second focus and third focus groups were conducted over an intimate dinner on February 16th. The second had three participants while the third had ten participants. These three interactions with the target audience were helpful in better understanding the results of the survey.

In terms of price-sensitivity, Millennials are not necessarily worried about the expense of a car, but rather more concerned about their personal income. When asked what factor is most often considered when buying a new car (MPG, reliability, price, etc.) the large majority of friendship dinner members agreed that reliability and durability were not the most important, especially considering their financial situation. When asked to describe the ideal car trip, the large majority of the focus group said that driving with friends was the ultimate driving experience. However, only one tenth of the group felt a “road trip,” long-distance drive spanning days, was a highlight of the driving experience. Social media was highly regarded by these participants who felt they get the most satisfying interaction through Instagram and Twitter.13

12Deglow, Corby, Jason Liao, Myriah Klinger, Aaron Park, Max Schuette, Nikola Vucinic, and Spring Wedlund. (2014) "MINI and Millennials.” Survey. Survey Monkey. Web. 28 January 2014.13“Day, Brandon. “MINI Friendship Dinner.” Focus Group. 16 Feb. 2014.

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One major obstacle for car companies is the Millennial social mindset. A Mintel report, conducted April 2012, shows that nearly half (45%) of 18-34 year-olds are making a conscious effort to reduce how much they drive14. According to Mintel this is directly related to “Millennials’ general economic status - they are making less money and finding more ways to save it,” and “they see conservation as the norm and believe environmentally-friendly practices should be incorporated into daily life15.” Put plainly, this is a generation largely comprised of pedestrians, bikers, and public commuters.

What truly separates Millennials from older generations is their dependence on technology. Mobile applications and the internet define who they are. Without their cell phones they feel disconnected, and yet their choice in tech-based communication has eclipsed face-to-face interaction. This obsession with instant, rapid communication, and chronicling every moment on social media has caused some to re-examine this dependency. The growing belief is that “technology, despite its promises to improve our lives and make it more efficient, often distracts us from more meaningful interactions16.”

Secondary

Interviews

Two MINI owners were interviewed at a MINI meet-up at the MINI of Portland dealership on February 1st. Nancy is a member of the PDXMINI club and Allen is a Motoring Advisor at MINI of Portland. Both Nancy and Allen described the MINI as FUN.

Nancy liked the sense of community among fellow MINI owners. When asked what her MINI symbolized to her, she said, “It brings out the nice. If you’re having a bad day and you see a MINI, you’re going to smile.” When asked what she found most joyful in driving a MINI, her response was, “The way it handles, and the reactions I get from driving one. People wave when they see ten MINIs in a row. It makes people smile.”13.1

What the car symbolized to Alan was: “FUN! It allows me to do all the pleasurable things I want to do. I could get my stuff done in another car but it wouldn’t be as FUN. If someone hands you a bundle of balloons how does that make you feel? It makes you feel good, right?”13.2

Findings

Driving a MINI, famous for its customizability, is a form of self-expression. This is exceptionally important when considering Millennials as the target market, as individual style is highly valued to this generation. Furthermore, unlike past generations where a person is born into a community and grow to become an individual, Millennials are born individuals who grow to find a community. While these communities value individuality, they also instill a sense of togetherness. This community extends to family as well since Millennials care about their parents’ opinions. However, this may be a product of their financial dependence16.1.

The price of the car matters less than personal and economic factors for young consumers. The unemployment rate plus minimum wage is a definite and influential factor when it comes to purchasing behavior. Socialization is key with Millennials. They want to use their car as the tool to bring social experiences to life. The experiences do not have to be too idyllic or romantic (such as a road trip), but enhance everyday situations that involve the people they enjoying spending time with. Furthermore, these young consumers are worried about incremental costs of ownership. While they may be able to afford a MINI, the real concern is derived from whether or not they will be able to afford to maintain it.

The technology that was intended to connect, has grown to shield its users from the outside world. Those that have begun to recognize this have started "unplugging," and working towards real connections with loved ones and community.

13.1Nancy. Personal Interview. 1 Feb. 2014.13.2Synder, Allen. Personal Interview. 1 Feb. 2014.15Ibid.16Brown, Janelle. “The Unplugged Home.” Sunset Magazine. Jan. 2013. Web. 29 March 2014.16.1Day, Brandon. “MINI Friendship Dinner.” Focus Group. 16 Feb. 2014.

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The media plan is aimed at reaching MINI’s target audience in a unique, attention-grabbing way within budgetary constraints, and to create engagement between the target audience and MINI. Millennials are very technologically connected. Integrating social media into this campaign is a big part of building that lively community that Millennials are searching for through technology. This engagement enables this campaign to live for a long time and to potentially move to other social media platforms as well. The important idea behind the social media strategy is to create a space where Millennials can interact, specifically about MINI, hence incorporating MINI into their life. Mainly Millennials will drive this social media content, and MINI’s role is to monitor the various platforms, in order to prevent any PR nightmares.

Based on the information provided by the primary and secondary research, the following insights arose:

• What little income young Millennials have is spent on status symbols, notably technology.• Millennials use technology to be constantly connected to their friends, which has actually kept them divided by a screen.• Unlike past generations, Millennials are born individuals who grow to find community in a world where rapid, digital communication is highly valued.

Insights

MINI unites the Millennial generation by celebrating technology’s original intent to connect its users.

RATIONALE

This is the strongest creative approach because it is an extension of the brand and reflects the company’s character. MINI is “Not Normal.” It is unexpected, different, and unusual, and the guerrilla installations have a high degree of visual magnetism. The social media strategy provides a compelling call to action and a clear response path. The campaign encourages word-of-mouth, with a high potential to go viral, and most importantly, it brings people together.

Creative strategy

THE BIG IDEA

media strategy and plan

Guerrilla marketing will be the main advertising channel, with all other channels supporting this effort. Six specially designed installations will be displayed in the following four spot markets:

• Boston, Massachusetts• Chicago, Illinois• Austin, Texas• San Francisco, California

These four spot markets represent the four regions of the United States (West coast, East coast, Midwest, and South), and are home to some of the nation’s top college campuses. With this in mind, the installations are to be spread around the city (ideally in spaces where Millennials enjoying spending time) with at least one located on a college campus.

Each installation is designed with consideration to four of the five senses (sight, touch, smell, and sound). Rather than displaying the car itself, individual parts will be showcased (figures 1.1-1.6).

GUERRILLA

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To support the guerrilla installations, both traditional and social media will be used. Traditional media will be in the form of out-of home-transit, local print ads, and national video ads. The transit ads will be bus shelters with MINI car seats in place of a bench and an air freshener that emits “New Car Smell,” which will be front-end loaded at the first month of the campaign. The local print ads will be full-page spreads in alternative weekly newspapers in the four spot markets. The print ads will show a gridded map with coordinates pointing to each guerrilla installation location. These ads will pulse the first week of every month in June, July, and August. The video ad will be 30 seconds long and air on Hulu in a continuity pattern, and will also be posted on YouTube and the MINI USA website. This is to encourage other states (besides the four spot markets) to participate in the petition for the installation to go to their city. This creates buzz and also an effective national reach.

Social media is all about connecting people and providing a digital community hub. Daily interaction is key to grab the attention of the Millennial generation. The MINI personality (spontaneous, spunky, cheeky, etc.) is already in line with what Millennials respond to best and, with the right encouragement, will attract them to the official MINI website and social media accounts.

MINI’s social media interaction will be heavily focused on the experience people have when the campaign takes off. MINI’s social media strategy is to focus on connecting with their audience. Each platform described below uses a different approach to connect with the various subset groups within the Millennial generation. MINI will be creating a social community hub between the brand and their consumer.

Social media will be used for community engagement that ties in with the Big Idea. The following platforms will be used:

• Twitter• Facebook• Instagram• Snapchat• Youtube

Twitter might not be looking bright financially, but the amount of users it has attracted over the past year has been growing. From the span of September to December 2013, Twitter users increase from 232 million to 241 million globally. People who use Twitter usually engage with ads. Twitter recently claimed to be the social platform for engagement between users and businesses17. This can be where MINI creates its own community hub with their audience.

Traditional media Social media

17Goel, Vindu. “User Growth for Twitter Starts to Slow, and Stock Dips.” New York Times The New York Times Company, 5 Feb. 2014. Web. 28 Mar. 2014.

TWITTER

This idea came from the big event MINI holds every year called “MINI Takes the States.” This event will take place from July 26th to August 10th. This is where local MINI dealerships get involved by setting up a booth on each campus across different states during the student orientation weeks. While different groups of students run around the city and their campus, trying out the different simulations from the installation, back at the booth, representatives from local MINI dealerships are engaging with different individuals. At this booth, there will be a mailing list for students to sign up for to test drive the MINI around campus. A Polaroid picture of them will also be taken of the student and their parent with the MINI.

Revealed through research, Millennials value and are influenced by the parents’ opinions, having the MINI Takes Campus event, will introduce MINI to both the students and their parents. This creates Dialogue between the parents and the students as well as establishing a relationship with the target market and their parents.

MINI Takes Campus

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Strategy

Twitter will be the hub where the MINI brand can engage with their users on any other topic in addition to MINI. This will create the atmosphere of “getting to know one another” between MINI and its followers. This is where MINI truly emerge themselves into Millennial culture and their daily activities. Twitter will be the platform MINI uses to build a relationship with their audience by having dialogue with everyone. Full engagement between MINI and the audience, whether it is through retweets, favorites, or replying, will encourage more engagement between MINI and it’s audience.

During MINI Takes Campus and the scavenger hunt for installations within the four spot markets, Twitter will drive engagement with hints for the scavenger hunt. This will drive more traffic to the MINI USA Twitter profile. On a national level, MINI will be holding a mini competition. Residents of a city (outside of the spot markets) can petition MINI to bring the installations to their city. The city will trend #WeWantMINI and #NameofCity (for example, #PortlandOR.) The top five cities will win the prize of the touring MINI Installations. This will drive engagement and creates the momentum for national reach.

FACEBOOK

Facebook is the most dominant social media site around. Facebook also has one of the strongest mobile social media platforms. In 2014, there was a 39% increase in users who accessed the website through mobile app. About 945,000 out of their 1.2 billion users access the site through their smartphone or tablets. Facebook had a big success with their mobile business, with 53% of their ad revenue being through mobile, which is a 23% increase from last year. This shows that Facebook not only has the upper hand with the social media market, but they are also slowly gaining the upper hand with the mobile side of the business18.

Strategy

Facebook will be a place where MINI’s audience can check in with what MINI is up to. The three months of the campaign will be focusing on the four spot markets for the College events. Facebook will be posting the scavenger maps and clues. In addition, Facebook will also show the ranking for the cities in the running to bring the travelling installations to town.

INSTAGRAM

Instagram had one of the most impressive launches in social media history. Within a year, Instagram gained a total of 150 million active monthly user users, which is half the time it took Twitter (who got 37 million users) and two year less than Facebook. About 60 million photos have been uploaded since the launch. Instagram is attracting new users every day that MINI can connect with. Advertising and marketing just recently got added into the mix of Instagram, but is still very new. This is the time MINI can join in and play around with Instagram to effectively market themselves but also connect with a certain subset group of Millennials who do not partake in other social media platforms19.

Strategy

The audience is encouraged to post their interactions with MINI’s guerrilla installations on Instagram. Instagram will create engagement by reposting pictures uploaded by the target audience and showcasing the MINI driver lifestyle through other consumers. Instagram will be all about the audience and their experience with MINI. This will also tie in with “MINI Takes The States” when the student and their parent take a photo with the MINI that is on the campus site that day. The Hashtag will be #MINITakesStates and #MINItogether.

SNAPCHAT

According to Forbes, “Snapchat could be the next big social media platform.” The idea of this app is that users have a limited time to view images that are deleted shortly after viewing. This fills a void that other social media platforms didn’t or couldn’t. In April of 2013, Snapchat had a total of 5 million users uploading 150 thousand pictures a day. Even though Snapchat and the idea of advertising with the app are still new, this creates a great opportunity for MINI to test the waters20.

18Hargreaves, Steve. “Facebook Profit Soars.” CNNMoney Cable News Network, 30 Jan. 2014. Web. 19D’Onfro, Jillian. “This Chart Shows How Instagram Reached 150 Million Users in Half the Time of Twitter.”Business Insider Business Insider Inc, 18 Feb. 2014. Web. 28 Mar. 2014.20McGrath, Maggie. “The Three Biggest Reasons Alibaba Should Be Eyeing Snapchat.” Forbes Forbes.com LLC, 13 Jan. 2014. Web. 28 Mar. 2014.

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METRIC 1: Social Media Reach - Behavioral *As of March 28, 2014

FacebookMINI USA page:Baseline: 538,759 likesObjective: Increase reach by 10% or 53,876 likes by campaign end

TwitterMINI USA page:Baseline: 41,900 followersObjective: Increase reach by 10% or 4,190 followers by campaign end

InstagramMINI USA page:Baseline: 8,429 followersObjective: Increase reach by 10% or 843 followers by campaign end

YouTubeMINIUSA pageBaseline: 4,258 subscribersObjective: Increase reach by 10% or 426 subscribers by campaign end

SnapchatBaseline: 0

TOTAL FOLLOWERS538,759 + 41,900 + 8429 + 4258 + 0 = 593,346 baseline

OBJECTIVEIncrease reach by 10% or 59,335 followers on all social media channels combined

Communication Evaluation Metrics

MINI Takes Campus also presents an opportunity to promote the College Grad Program to students. Based on survey findings, $500 off of the price of a MINI doesn’t make a big difference to the target audience. Since customization is such a big factor among Millennials, a $500 dollars credit towards customizing a new MINI is proposed.

College Grad Program

Strategy

Youtube MINIUSA page is where the audience can catch the video of people interacting with the installations in the 4 spot markets mentioned earlier and get further information on how to participate in the petition. This will further encourage target audiences from other states to participate in the petition to bring the installations to their city.

21Ibid.21.1“Must See Social Media Statistics.” Socialmedia Today. Social Media Today LLC, 11 Aug. 2013. Web. 2 Apr. 2014.

Strategy

Snapchat recently released a new feature: users can compile their pictures and share it as a story on their timeline for their friends to view. MINI can engage with their users in using pictures. The plan is for MINI to encourage the audience to snap a photo of themself with a MINI and a short caption. From there MINI can easily screenshot the picture, which will let the user know the picture had been screenshot. At the end of the day, MINI will compile the picture that got submitted into a story for MINI Snapchat timeline. There will be a new story every day, possibly from different cities each day21.

YOUTUBE

YouTube is the #2 search engine on the web. Zappos reports that in 2012, YouTube drove 250,000 visits to its website. 700 YouTube links are shared on Twitter every minute. 500 hours of YouTube videos are watched on Facebook every day. Each minute, the equivalent of 100 hours of video is uploaded to YouTube.21.1

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budget

METRIC 2: Social Media Engagement - Behavioral

Baseline: TBD at beginning of campaign by MINI USA Community ManagerObjective: Increase 15% by end of campaign

METRIC 3: Sales - Business

Baseline: Approximately 1,710 cars purchased by Millennials age 18-24 in 2013Objective: Increase 10% or 171 purchases by Millennials age 18-24 in one year

METRIC 4: Brand Perception - Perceptual/Attitudinal

Increase positive perceptions of MINI among Millennials age 18-24Baseline: TBD at beginning of campaign by conducting a survey Objective: Increase positive perceptions of MINI by 15% in one year

METRIC 5: Consideration Set Placement - Perceptual/Attitudinal

Increase placement of MINI in the consideration set of Millennials age 18-24Baseline: TBD at beginning of campaign by conducting a surveyObjective: Increase placement of MINI in the consideration set of Millennials age 18-24 by 15% in one year

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twitter

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instagram snapchat

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Figure 1.1 “Hear Me Roar” - (When pressure is applied to the gas pedal the sound of the engine can be heard) Figure 1.2 “MINI Kinetoscope” - (Plays footage of a curvy road and allows users to turn the steering wheel)

guerrilla installations

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Figure 1.3 “MINI Stage” - (By use of Bluetooth technology, music can be played through the car door speakers)

Figure 1.4 “MINI Scenic Shift” - (Allows users to test the stick shift while viewing MINI crowd sourced images)

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Figure 1.5 “MINI Swing” - (A fun example of an environmentally-friendly, re-purposed tire) Figure 1.6 (“MINI Bus Shelter” - Complete with “new car smell” aerosol)

out of home transit

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