MINI

MIAMI GETAWAY

Responsibilities:

Producer roles included, strategic and creative planning, venue selection, set design and fabrication, vehicle transportation logistics as well as on site management of vendors, artists, promotional staff, agency staff as well as client team. 

Event overview:

The unforgettable day-trip experiences for prospective MINI owners consisted of three key elements: education, performance, and entertainment. With a 95% attendance rate, our 1,200 participants got to experience the handling characteristics of the various MINI models. We hosted 12 driving sessions in the participating cities of Miami, San Francisco and Los Angeles. At each stop there was a Q&A for prospects to discuss interesting features and options. The MINI getaway experience was filled with the kinds of experiences that make a day trip worth it, the kind you want to share. We estimated nearly six million social impressions across the three cities, as well as had 75% of participants opt in for a dealer contract.