The MINI is about to get a lot bigger on UK movie screens. MarketingWeek reports that MINI has launched 147 different versions of a spot for the new MINI Countryman will run on UK screens.
The final few seconds of the spot will be targeted to direct moviegoers to their nearest local MINI dealer for a test drive and a chance to win movie passes. MINI is touting the campaign as the “biggest tailored cinema campaign ever in the UK.”
The move highlights the cinema’s unique ability to tailor campaigns at the local level while still maintaining consistent branding and maximizing reach.
Check out one of the four spots in the series, titled “A Passenger’s Guide to the New MINI Countryman” below.