Mini, the BMW owned compact car brand, is furthering its ongoing ‘Mini Adventure’ positioning with the introduction of the ‘Wanderlust Movement,' an integrated campaign to promote its new Mini Countryman model, which encourages people to lust for a life of adventure.
According to Mini Wanderlust is all about escaping the drudgery of everyday life and enjoying the amazing things the world has to offer.
in order to make this happen Mini will help people to engage in a “celebration of freedom” over the next two month as it sponsors 18 Wanderlust activations in 5 key cities across the US, inviting its fans to submit their own Wanderlust desires to a dedicated wanderlust community site.
The ideas that garner the most online community votes will be rewarded with a selection of prizes, plus the concepts that become a reality at one of the 18 events will net the owner a brand new Mini Countryman.
The first event kicked off on the 7th April, as the Mini Countryman embarked on a road trip with LA surfer Chad Marshall to stage the ultimate night-time surf and beach party.
“The MINI Countryman embodies the Wanderlust feeling like no other MINI model,” said Jim McDowell, VP of MINI USA. “The company is launching this interactive campaign to demonstrate how anyone, not just MINI Marketing, can take part in the fun and express what Wanderlust means to them.”
Mini has positioned its ever popular small car as an advocate of adventure for some time now, and the positioning appears to be paying off. Mini sales were up 28.5% in March on the previous year, with sales for the quarter up by nearly 23% on the same period in 2010.