MiniUSA has launched a great new recontact/Owner email that has really re-defined the thought process of selling automobiles. As most brands typically feature articles, images, and stories about tangibles aspects of an Owner’s car, MINI has been successfully branding themselves with a non-tangible emotional marketing strategy.
In their latest email they have been encouraging users to “Play Hooky” and sneak out from work, to enjoy the features of driving that everyone loves – the feel of the open road.
This pitch is accompanied by a downloadable file that an Owner can install on their computer and ‘trick’ their coworkers into thinking that they are still at work, and not driving around in their MINI. This .exe file installs a screensaver that appears to look like a desktop with open excel and word documents, showing someone busy at work. It also plays noises and helps the user put off the approach that they are working. Within this file are several MINI branded items, however, it has nothing to do with selling a car, but more to do with the love of a MINI and the emotional attachment to the brand. (Also, check out their copyright info at the bottom – it really fits their brand and doesnt seem very long and legally)
http://www.miniusa.com/?eid=92102&tid=11203&pid=3716328#/play/collectibles/desktopDecoy-m
