Mini’s new Clubwagon launch site is interesting. Mini has developed a program where their content is “aired” at specific times during the week. Even more interesting is the fact that it resides in a space where nothing is really “aired” and everything is on-demand. Mini will provide a 15-second piece to be viewed only through a 1-minute window of opportunity. After that window has closed and it won’t be shown again.
I ended up downloading an extension for my iCal, which will let me know when the next video will run. I set my reminders accordingly, made my cup of coffee and stared at the clock in anticipation. My grandmother always said at Thanksgiving that “anticipation is greater then realization.” The iCal alert had sounded. I logged onto www.theotherview.co.uk to view the latest video installment, but nothing! Blasted GMT time zone!
Anyway, I wait with bated breath still curious of what the actual content is. My actual take away is a great little widget to place on my blog/web site and a iCal extension. This has proved to be successful even without watching any content what so ever. I fell into “the make this viral for us” trap and had emailed 23 people here in our office all while thinking Mini. Now with out any TV media buy, or an online media buy for that matter, there are 24 people in the Detroit office making popcorn and getting ready to snuggle up in front of the computer and tune in to Mini.
John Stoll
Strategists & Planners