MINI Makes Billboard Advertising Awesome Again

    by Corey Eridon

    Date

    September 6, 2013 at 2:00 PM

    mini-not-normalInbound marketers aren't usually hot and bothered over billboard marketing. (Not in the good way, anyway.)

    We talk about marketing with our brains, not our wallets. Heck, I've even mocked the outrageous expenditure billboard marketing requires.

    But MINI figured out a way to make billboard marketing totally inbound -- and totally delightful. And I guess it doesn't hurt that the company can easily afford the billboards.

    If we ever reach MINI-heights with our ad budgets, let's remember to do our advertising this way, eh?

    Watch MINI totally nail inbound-friendly billboard advertising:

    Things I Love About This Campaign:

    1. The primary purpose of this campaign was to delight MINI's customers. The billboards alone made you smile -- but the bacon breakfast sandwiches? The free gas? The flowers for mum? That's just ... well, it's just delightful.
    2. It's totally personalized. MINI thought outside of the box (hence the campaign's hashtag #mininotnormal), and found a new way to use billboards. Instead of the typical one-size-fits-all approach billboard marketers are historically resigned to, the car company found a way to use technology to tailor its messages to drivers speeding by.
    3. Even if you don't have a MINI, it's really fun to watch other MINI drivers experience the pure delight of this innovative communication method. And let's be honest ... don't you kind of want a MINI now? Even just a little bit?

    Sometimes, it pays to be a little "not normal."

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