Tweet to test drive

#MINIonDemand

MINI USA worked with Fooji to make ordering a test drive as simple as sharing a tweet

Objectives

Help MINI amplify their end of year Countryman promotion by creating awareness and excitement around both the Countryman and Countryman Plug In Hybrid models, getting consumers into vehicles and encouraging test drives.

Solution

Utilize the Fooji and Twitter platforms to target customers in Los Angeles and San Francisco, to give them a first-to-market opportunity to participate in an on-demand test drive experience - simply tweet and receive a car at your doorstep.

How it Worked

Fans who tweeted #MINIonDemand + 🚗 to @MINIUSA were directed to a co-branded micro-site, where they entered their delivery information to receive a test drive delivered to their front door. Fans simply entered their details, selected their desired model for the test drive, and scheduled a time for the vehicle to be driven to their location. Once the car arrived, the fan had 30 minutes to take it for a drive and experience the various features of the new models.

Fans from LA and SF loved the easy test drives, helping generate more than 500 new leads for MINI. We even sold a car from a tweet!

The fan reactions

Check out fan content from the campaign

Had to follow @TweetCaliRob lead and check out this Tweet to test drive a 🚗with the #MINIOnDemand promo by @MINIUSAtwitter.com/i/web/status/1…
@MINIUSA @gofooji Best test drive ever! Thanks so much for the #MINIondemand Vince 😍
tweeted #MINIonDemand ... moments later it arrived. Spoooooooky 👀👀👀 @adage @MINIUSA
Key Markets
Auto
Buzz
Engagement
Conversion
Customer Feedback
Product Sampling

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