MINI Puts a Playful Auto Show Experience into Gear
Every seven years MINI launches a new hard top in North America. For the 2014 release the automaker needed to show consumers how much fun a MINI can be, and moreover grab them right out of the aisles of the L.A. and New York Auto Shows so they could see for themselves how the interior had been restyled. To make all that happen, the brand created a super-sized center console to illustrate the new designs and put its strategy in the hands of its playful and counter-culture brand attributes, using the fun atmosphere to pull passersby into the exhibit.
Attendees could step inside a larger-than-life functional replica of the vehicle’s central instrument panel and the interior connect system. Without ever getting into or having to wait in line for a MINI, attendees could play with, test and demo the new features of the Connected dashboard. The display used rotary encoders, magnetic switches, key encoders, digital media players, multiple monitors, DMX-controlled LED lighting and a single PC to display the integrated dash system. The control panel in the new car is about eight inches, but the exhibit brought that up to about 15 feet.
The experience drew multiple blog mentions for the brand, increased total dwell time and overall booth engagement among the target consumer groups—young drivers and those who are “young at heart.” Finally, the experience engaged subject matter experts and drove their interest while it substantially augmented the attendee journey through the show.