MINI’s Website Makes Me Want a MINI
Now that my awesome and totally reliable Saturn VUE is paid off, I realize there's no turning back -- I'm officially a financially responsible adult.
Ok, so I'm being melodramatic, but only to set up the premise for why I was checking out miniusa.com -- because I never had my, "that's financially stupid" moment all young people are supposed to have, (right?), such as buying a big-screen TV that doesn't fit in my house, or blowing every paycheck afforded by my first job out of college on some hot Audi that I treasure (while living on Ramen noodles and EasyMac as my sacrifice).
Anyway, I'm not about to jump on that stereotypical bandwagon, but I HAVE lately found my eye wandering to shiny new cars populating the beltway during my commutes. Particularly the European sporty numbers renowned for their handling and power. I imagine myself cruising in the mountains as the sun sets, windows down, wind whipping through my afro, and me feeling unusually free from my established adultness.
That all being said, I managed to find myself on miniusa.com, where I happened upon some crucial web writing that shouldn't go unnoticed.
Here, we have a BMW manufacturer bringing its unique brand to what I can only imagine, based on the tone and content and functionality of the site, comprises an adventurous, dare-I-say "hip" clientele. For instance, check out the humor of "Parking a Mini," or the thoughtful pop-ups that interrupt your car-building experience with sentences like, "Only applies to those with rock star status." Plus, their terms and conditions for mini's convertible line are just riotous.
How endearing.
But it's not just all about content, either -- they convey humor in the features themselves, such as when you try to "deny" the aforementioned terms and conditions ... and the button continues migrating around the page without allowing you to capture it. Or that they have an entire section devoted to playing games. Games? Seriously?
Yes, seriously. And I always applaud companies who fully cater to their users, demonstrating their commitment to creating an enjoyable experience even when tradition might otherwise suggest they'd be opposed. (I'd consider BMW to be a traditional company that might be hesitant to let loose, even though its MINI brand seems to be aimed at a different audience that begs for this kind of a car-buying/building experience).
I think it's a rather ingenious example of infusing wit that is a combination of playful and professional, and the balance it strikes has *at least* resonated with me -- and the 20+ people I've told about the site -- when I'm otherwise just a window shopper.
I'd love to see if MINI developed personas and, if so, whether or not my demographics fit one of their audience descriptions.
Steph - Great post; MINI is doing exciting work across the board with their marketing and their web site is a solid example of what it means to deliver a simply delightful experience online. They understand that even if you’re not necessarily going to be the purchasing the car, they delivered on the experience that inspired you to tell so many of your friends.
No. Driving a mini makes you want a mini. If driving glorified go cart does it for you then rock on.
I want one. Bad. Real bad.
Went on a Mini run with a friend who has one. There was something like 30 some-odd Minis all doing 35 to 40 (MPH) around hairpin turns and 70-90 in the straights. Good times.
You get out, crawl into the fetal position and have a good cry.
Then you want to do it all over again.
Been enjoying the blog for a few weeks now, some nice insight here!
Right—And they took me from a window shopper to a MORE interested party, at the same time; had I not been impressed, I undoubtedly wouldn’t have continued considering MINI as an option.
Now if only my stimulus check had another couple zeros on it…
This post actually reminds me of the spring 2005 campaign that Audi ran to introduce their ‘06 A3 to the U.S. The “alternate realty game” employed the internet (the original site is now defunct, but http://www.mckinney.com/A3_H3ist/ has a nice overview) and, indeed, all forms of media to engage potential *young* buyers in a mystery that unfolded across the country. The interactive nature of the game left no doubt who the target audience was, and I found myself at an Audi dealer not long after.
I’ve only test-driven 2 vehicles since paying off my 4Runner; the A3 and, of course, a MINI. I guess I’m a sucker for thoughtful, well-done media.
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