MINI Rocks the Rivals Campaign


  • Print Design
  • Website Design
  • Email Campaign Design

When the MINI was reintroduced to the US, sales started strong, but became uneven over the years, resulting in the decision to re-style and re-introduce the MINI to the American audience. The MINI Rocks the Rivals Test Drive Campaign was launched as a dynamic way of getting people in the seat of a MINI.

I worked directly with MINI USA and BSS&P, their agency of record, to create integrated, strategic advertising and marketing campaigns with print, web, mobile, and interactive facets for over 100 dealerships nationwide.

MINI Rocks the Rivals event increased MINI sales 43% for that quarter. Annual sales increased by 26%, still the third-largest increase in their 20 years of US sales.

MINI Rocks the Rivals Microsite Screenshot
Quotation Mark

It is one of the most successful programs we have ever done.

Jim O]Donnell

CEO, BMW of North America