Mini Leverages Opera Relationship for Outdoor Event - Event Marketer

Mini Leverages Opera Relationship for Outdoor Event

DB_Mini_2012 Book
Brand: MINI
Agency: METZLER:VATER
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2012

Playing against type, Mini went “big” to create the Pavilion 21 Mini Opera Space. The footprint, a part of the Munich Opera and an element of Mini’s broader community improvement initiative, was designed to become an urban relaxation destination right in the middle of the city and to focus attention on creative use of city spaces.

Mini is the main sponsor of the Bavarian State Opera, which has its home at the Marstallplatz in Munich, and the Pavilion was conceived as a meeting, performance and exhibition space for creative people in the city. Following the motto, “Creative Use of Space,” Mini staged a number of cultural events that featured musical and theatrical performances and fashion shows. The highlight of the events was the Mini Fashion Theater, which was a combination fashion show and dramatic performance that incorporated the audience. The brand also used the space to reveal the high-end, special edition GoodWood Mini. On nights when the Pavilion wasn’t booked for another event, Mini showed films and gave concerts, all selected to fit the theme.

Events typically were filled to capacity, at around 400 visitors, and Mini leveraged the setup for social media—posting blog entries, photo galleries and videos online, which led to traffic on Facebook, Twitter, Google+ and Stumbleupon.

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