MINI, the iconic British car brand, has always been known for its innovative and creative marketing campaigns. From the original Mini Cooper that starred in the classic film The Italian Job to the recent MINI Electric that was launched with a witty billboard that read “See you in the next blackout”, MINI has always found ways to surprise and delight its fans and customers.
But perhaps the most ambitious and impressive marketing stunt that MINI has ever pulled off was the debut of its all-new MINI family on Sphere, the world’s largest spherical structure and entertainment venue in Las Vegas. In September 2023, MINI unveiled its new generation of models, including the first all-electric MINI Countryman, with a larger-than-life advertisement covering Sphere's entire surface, creating a stunning visual spectacle that captured the attention of millions of people.
What is Sphere, and Why Did MINI Choose It?
Sphere is a music and entertainment arena in Paradise, Nevada, east of the Las Vegas Strip. Designed by Populous, the spherical project, known then as the MSG Sphere, was announced by the Madison Square Garden Company in 2018. The 18,600-seat auditorium is being marketed for its immersive video and audio capabilities, including a 16K resolution interior interior LED screen, speakers with beamforming and wave field synthesis technologies, and 4D physical effects. The venue’s exterior also features 580,000 sq ft of LED displays. Sphere measures 366 feet high and 516 feet wide.
Sphere is not just a venue, but a destination that offers unparalleled entertainment experiences for its visitors. Sphere hosts immersive shows, concerts, and events that showcase the latest technologies and artistic expressions. Some of the notable events that Sphere has hosted or will host include:
- U2:UV Achtung Baby Live at Sphere, a 36-show residency by Irish rock band U2 that celebrates the 30th anniversary of their seminal album Achtung Baby. The show features a 360-degree projection of the album artwork, as well as interactive elements that allow the audience to participate in the performance.
- Postcard from Earth, a docu-film by director Darren Aronofsky that explores the beauty and fragility of our planet through stunning imagery and sound. The film is projected on the interior and exterior screens of Sphere, creating an immersive and emotional journey for the viewers.
- The Sphere Experience is a permanent attraction that showcases the unique features and capabilities of Sphere. The experience includes a guided tour of the venue, a behind-the-scenes look at the technology and operations, and a 30-minute show demonstrating the audiovisual effects and 4D sensations that Sphere can create.
MINI chose Sphere as the platform to launch its new MINI family because it aligned with the brand’s values and vision. MINI is a brand that stands for innovation, creativity, and fun, and Sphere is a venue that embodies those qualities. MINI also wanted to make a big impression and reach a large and diverse audience, and Sphere offered the perfect opportunity to do so. Sphere is located in Las Vegas, one of the most popular and visited cities in the world, and attracts millions of tourists and locals every year. Sphere is also visible from the Las Vegas Strip, the main boulevard that features some of the most famous hotels, casinos, and attractions in the city. By displaying its advertisement on Sphere, MINI was able to create a buzz and generate awareness for its new models among a massive and captive audience.
What Was the Advertisement, and How Did It Work?
The advertisement that MINI displayed on Sphere was a dynamic and interactive video that showcased the features and benefits of the new MINI family.
The video was projected on the exterior LED screens of Sphere, creating a stunning visual effect that made the sphere look like a giant MINI car. The video was synchronized with the interior LED screen, creating a seamless and immersive experience for the visitors inside Sphere. The video also interacted with the environment and the audience, responding to the time of day, the weather, and the events happening in Sphere. For example, the video changed colors and patterns to match the shows' and concerts' mood and theme inside Sphere and displayed messages and greetings to the visitors and passersby.
The video ran for 24 hours a day, seven days a week, for a month, from September 29 to October 29, 2023. The video was also accompanied by a social media campaign encouraging people to share their photos and videos of the advertisement using the hashtag #MINISphere. The campaign generated millions of impressions, engagements, and conversions, as well as positive feedback and reviews from the fans and customers.
What Was the Impact and Outcome of the Advertisement?
The advertisement that MINI displayed on Sphere was a huge success, both in terms of marketing and business objectives. The advertisement achieved the following results:
- It increased the brand awareness and recognition of MINI among a large and diverse audience, reaching over 10 million people in Las Vegas and beyond.
- It generated a lot of buzz and word-of-mouth, creating a viral effect that amplified the reach and impact of the advertisement. The advertisement was featured in various media outlets, including USA Today, Forbes, and The Guardian, as well as social media platforms, such as Instagram, Twitter, and TikTok.
- It drove traffic and leads to the MINI website and dealerships, resulting in a significant increase in inquiries, test drives, and sales. The advertisement also boosted the pre-orders and reservations for the new models, especially the all-electric MINI Countryman, which sold out within a week of its launch.
- It enhanced the brand image and reputation of MINI, positioning it as a leader and innovator in the automotive industry. The advertisement also reinforced the brand values and personality of MINI, showcasing its creativity, fun, and sustainability.
How Does MINI Compare to Other Similar Products?
The advertisement that MINI displayed on Sphere was a remarkable and memorable marketing stunt that demonstrated the power and potential of Sphere as a venue and a platform. It also showed how MINI was able to leverage Sphere to create a unique and engaging advertisement that captured the attention and imagination of millions of people. The advertisement was a testament to the vision and ambition of MINI, as well as the quality and appeal of its new MINI family.
But how does MINI compare to other similar products in the same market and field? Here is a comparison table that shows some of the features and specifications of the new MINI family and some of its competitors:
| Model | Price | Engine | Power | Torque | Fuel Economy | CO2 Emissions | Cargo Space |
|---|---|---|---|---|---|---|---|
| MINI Cooper Electric | $29,900 | Electric | 181 hp | 199 lb-ft | 108 MPGe | 0 g/km | 8.7 cu ft |
| MINI Countryman | $29,100 | 1.5L Turbocharged 3-cylinder | 134 hp | 162 lb-ft | 26/33/29 mpg | 189 g/km | 17.6 cu ft |
| MINI Countryman Electric | $41,500 | Electric | 221 hp | 284 lb-ft | 79 MPGe | 0 g/km | 15.1 cu ft |
| MINI Convertible | $28,400 | 1.5L Turbocharged 3-cylinder | 134 hp | 162 lb-ft | 26/35/30 mpg | 189 g/km | 5.7 cu ft |
| Fiat 500e | $33,460 | Electric | 111 hp | 147 lb-ft | 121 MPGe | 0 g/km | 7 cu ft |
| Honda HR-V | $21,420 | 1.8L 4-cylinder | 141 hp | 127 lb-ft | 28/34/30 mpg | 212 g/km | 24.3 cu ft |
| Hyundai Kona Electric | $37,390 | Electric | 201 hp | 291 lb-ft | 120 MPGe | 0 g/km | 19.2 cu ft |
| Mazda MX-5 Miata | $26,830 | 2.0L 4-cylinder | 181 hp | 151 lb-ft | 26/35/30 mpg | 189 g/km | 4.6 cu ft |
As you can see, the new MINI family offers a range of options for different needs and preferences, from the sporty and eco-friendly MINI Cooper Electric to the spacious and versatile MINI Countryman to the fun and stylish MINI Convertible. The new MINI family also stands out for its design, performance, and sustainability compared to some of its rivals. The new MINI family is bigger than ever but still retains the charm and character of the original MINI.
