BMW’s Mini USA division launches “True Blood” campaign

BMW and MINI USA continue to impress with their latest and most innovative marketing techniques. If the MINI viral videos are already well known and appreciated by the fans, this latest campaign surprises everyone and hopefully, in a good way.

The campaign will launch under the “True Blood” name and MINI receives some help from the TV network HBO who runs the vampire show with the same name. This latest effort by HBO comes as continuation of the last year’s launch campaign that centered on ads suggesting a blood substitute.

In this new campaign, MINI is one of the several brands being pitched to…..vampires and the marketing efforts will run until June 14th when the show returns with its second season.

The ads feature blood-red versions of the MINI Cooper and Clubman and run with the headlines like: ”Feel the Wind in Your Fangs” and “Type GO.”. Several advertising spots were bought on  US Weekly, AM New York or the New York Observer.

Online, the ads can be seen on Yahoo and AOL portals, along with the CNN and HBO’s homepage. Several microsites have been setup for this campaign:  bloodcopy.com, fellowshipofthesun.org, and americanvampireleague.com.

Kate Alini, MINI marketing communications manager, saw an opportunity in this unique campaign when HBO approached her last month:  ”After evaluating it, we thought it interesting, fun, and unique. They came up with the concept and were dead on and authentic with our brand identity. But it was their concept,” she says.

Will this new ads be successful? No doubt, MINI has so far not failed to impress us.

[Source: MediaPost ]