MINI Cooper Case Study by YooJin Hong

YOOJIN HONG ELLE BIELFELDT SARAH LOHR DAVID ROBERTSON TRICIA MARGIS

MINI Cooper Case Study.

TABLE OF CONTENTS

EXECUTIVE SUMMARY.

MINI

Cooper is a prestigious car brand in the United States that offers a quality car at an affordable price. While they have a variety of consumers, MINI wants to focus on increasing their brand awareness via social media platforms and increase their sales among 18-24 year old consumers. Currently, MINI has the College Grad Program, which provides a recent graduate $500 dollars towards a purchase of MINI. Through our research, we want to understand if this incentive is attractive to consumers and if not, what would be a better alternate choice. In this initial plan book, our goal is to outline the situation analysis, explain our research proposal and identify problems and opportunities. In the situation analysis, we have found brand perceptions of MINI to be positively correlated. Their main competition is the Ford Fiesta, Mazada3, Toyota Prius and Volkswagen Golf. Also, we conducted a SWOT analysis to understand

MINI problems and opportunities. We found that MINI has multiple strengths around their design, loyal fan base and positive brand recognition. Their weaknesses are centered around their limited global reach, the feMINIne associations and relatively expensive price for the small vehicle. Our secondary research tells us that our consumer is not one specific group but a variety of people with an assortment of brand associations. This research also outlined the demographic aspects of our new target market, the 18-24 year old attending the University of Illinois. When constructing our primary research plan, we want to partake in three different types. These will be interviews, netnography and surveys. Through our research, we want to better understand MINI consumer purchasing rationale, while gaining a broad understanding of our target market.

SITUATION ANALYSIS.

cOMPANY & BRAND ANALYSIS

England around 1957, gas prices skyrocketed and resulted in a need for smaller, less gas guzzling automobiles. The Morris Company hired Alec Issigonis to design a small car with the ability to carry four adults (MINI Cooper, 2013). Also, it needed to be moderately priced so most individuals could purchase it. Through design innovations such as movement of wheels and positioning of the engine, the first MINI was released in 1959 (MINI Cooper, 2013). While the new model caught people by surprise, it wasn’t long later that British citizens embraced the MINI spirit. The car represented a youthful culture, which broke class barriers. It was a MINI revolution. The classic MINI stopped being produced after 2000 (Avarvarii, 2006). The new owner, BMW, created an upscale branding feel to the car and renamed the vehicle to MINI. This once affordable car became an icon of luxury and sport. It offered the top technology with a fashionable design. Today, the MINI brand appeals to consumers based on both a

rational and intangible level. The product’s performance and quality is a reassuring factor that bring the consumer emotional attachment (Simms & Trott, 2006). These qualities are also valuable to the MINI brand image. While the functionality is important, the iconic prestige of the vehicle is irreplaceable with its retro look and classic design. Today the MINI cooper ranks number 17 in the “affordable small cars” category, the average price paid is from $20,225- $35,049 (U.S. News, 2013). The typical miles per gallon is about 29 miles in the city and 37 miles on the highway. The MINI is also ranked in other categories as well. It stands in sixth place in “affordable subcompact cars” and fifth place in “affordable convertibles” (U.S. News, 2013). The least expensive 2013 MINI is the 2-drive CPE which averages at $20, 225. The most expensive 2013 MINI is the 2 drive John Cooper Works averaging the price at $35,049 (U.S. News, 2013). MINI brand and image are iconic symbols and are recognizable across the globe. However there is still some competition present in today’s market. The Ford Fiesta, Mazda Mazda3, Toyota Prius and

cOMPETITION

Volkswagen Golf are front-runners in completion against the MINI. They are competitive to the MINI because of their similar small size and features The Ford Fiesta is priced form $14,000 to $21,957, making it a very affordable car. The Fiesta has comparable mileage to the MINI at 27 in the city and 38 on the highway. According to U.S. News & World Report Best Cars, the Fiesta is ranked number 3 in affordable small cars, number 2 in affordable subcompact cars and number 4 in hatchbacks. If Americans are going to by a compact car, many prefer the Ford Fiesta because Ford, an American company, produces it. The Mazda Mazda3 starts at $16,945 and goes to $26,495 with all of the options. It is ranked as the number 1 overall affordable small car by U.S News & World Report Best Cars. It sweeps the rankings by earning a number one spot in the affordable small cars, affordable compact cars and hatchbacks sections. Strengths of the Mazda Mazda3 is the upscale interior and six-speed manual transmission that is comparable with cars at much a higher price point.

The Toyota Prius is from $19,080 to $23,360. It has an impressive mile per gallon rate of 53 in the city and 46 on the highway. According to U.S. News & World Report the Prius was ranked number 8 in affordable small cars, number 3 in affordable subcompact cars, number 6 in hatchbacks and number 5 in hybrid cars. The Prius is known for its remarkable gas mileage and user-friendly tech features inside the cabin. The Volkswagen Golf starts at $18,095 to $36,515, which is a very wide range from the starting price to the vehicle outfitted with all of its options making it one of the most expensive cars in its class. The mile per gallon rate is 23 in the city and 33 on the highway. Overall it is ranked 6th out of 40 cars in the affordable small car competition. It is also ranked number 4 for affordable compact cars and number 5 for hatchbacks. The Golf is known for its spacious interior and fuelefficient diesel engine.

market and environment

odayâ&#x20AC;&#x2122;s consumers are very tech savvy. The millennial age group is obsessed with having all of the latest technological gadgets. Gone are the days of lifting a finger to change the radio station, todayâ&#x20AC;&#x2122;s smart cars allow their drivers to speak to them via voice recognition. Consumers are also thrilled with how technology plays into the environment. Automobile companies have figured out how to use technology in vehicles to raise the miles per gallon rate, which makes the fuel last longer. Many people today care about the environment and if technology is helping them feel as if they are saving the environment, they will want the product. Also, in the time of current state of the economy many people are worried about paying a lot of money for vehicles. Luckily, the small compact cars of today are fairly affordable which one reason as to why they are rising in popularity.

CONSUMER: SECONDARY RESARCH Secondary Research: The MINI Consumer

In a study conducted by Simms and P. Trott called “The perceptions of the BMW MINI brand: the importance of historical associations and the development of a model”, they conducted over 23 intensive interviews to understand the MINI brand (Simms & Trott, 2006). From this research they found key perceptions associated with the MINI brand. These elements included, “sporty, fun, fashionable/ trendy, stylish, classy/chic and different” (Simms & Trott, 2006). The interview also found many brand associations that their current and old customers, dealers and leaders all linked to the brand. The most common association was with the history/ heritage of the company which includes the British, motorsport, 1960’s and Italian Job feel (Simms & Trott, 2006). The next association was with product related benefits. These benefits include the aesthetics,

handling and customization of the car. The final research they conducted was on the perception of the “typical” MINI owner. These interviewees said that they feel the typical driver would be a young female in a management position with an image conscious personality (Simms & Trott, 2006). The typical MINI owner can be found in one of four MINI categories. These categories include “brand enthusiast, who relish the car’s British racing roots; design aficionados, who like the car’s simple elegance; social butterflies, who want to be part of the MINI community; and gas misers, who crave the MINI’s fuel efficiency” (Greenburg, 2009). As one can see, MINI owners have a broad range drivers because of various appealing aspects. The car is especially attractive to urbane individuals with incomes around $125,000 (Greenburg, 2009).

the college grad. car consumer

hen college students and recent graduates look to purchasing a new car, they typically consider many factors before buying. One of the most obvious and important factors is the price tag. While this number is important, it isn’t the only reason for their decision. A good rule of thumb is to not have your car payments exceed twenty percent of your net income (Strohm, 2013). The car’s finances will add up quickly with insurance, gas and regular maintenance. This makes it important that the student feels like the investment is a good one. Another big decision for college graduates is deciding

between new versus used. Typically, college students see more value in used vehicles because then they are not paying for the major initial depreciation (Strohm, 2013). Another consideration for college students and recent graduates is the option of leasing versus buying. Studies show that young adults from 18 to 34 years of age “accounted for nearly 30% less of new cars bought in 2011 than in 2007” (Driscoll, 2013). This makes it important for college students to establish a budget to find a price range appropriate for them. The average starting salary for 2013 college graduates is $45,327 (NACE,

Primary resarch 1: NETNOGRAPHY

PURPOSE:

To gain insights into consumers’ feelings and attitudes

SITES USED:

Pinterest, USA News, Customer Affairs, Twitter, Wordpress, Facebook and Yahoo!

METHOD:

Utilized a form of social media analysis called netnography. This is an adapted version of in-person ethnographic approaches for online communities. Through this research, we analyzed various online and social media websites to understand their perceptions of MINI Cooper. From this research, we interpreted the findings to understand consumer’s thoughts about the company.

FINDINGS:

Looking at a variety of online communities, we found many positive and negative themes about the MINI brand. The positive attributes we found included the stylish and trendy associations with the MINI brand, the personalized features and great handling. Also, it seems that MINI owners are loyal and proud of their automobile. This shows us that the bond between the brand and the owner are very strong. The negative connotations we found are the regular transmission problems and the “baby” or small car associations. Also, owners of MINI’s are thought to be women or gay males.

Primary resarch 1: NETNOGRAPHY

PRIMARY RESEARCH 2: SURVEY For our report, we conducted an online survey containing ten questions whose goal was to get further information about our client base and what they thought of the MINI cooper brand and vehicle. We had a total of 21 respondents. Of those, all 21 respondents were students enrolled in a college, 14 of which go to the University of Illinois at Champaign Urbana. Our college age respondents believed that the MINI cooper could travel as close as Cincinnati, Ohio and all the way out to Denver, Colorado only on one tank of gas when starting off in Champaign, IL. In reality, the MINI cooper can go 380 miles before having to refill. That being said, this would allow MINI users to easily get to Nashville, Tennessee on one fill of gas from the UIUC campus. Additionally, our target audience tends to have a very active lifestyle and they are involved in various activities such

as camping and hiking and seek out a car that has good ratings in gas mileage, price, safety, and occasionally, style. Furthermore, the top three car brands that came to mind when respondents thought of a durable car were Ford with 12 out of 35 responses (34%), Chevrolet with 10 out of 35 responses (26%), and Honda with 8 out of 35 responses (23%). (It is important to keep in mind that the respondents were able to choose more than one car brand in the survey so there are 35 total responses from 21 people surveyed). With this, it can be concluded that through the use of our survey, our target audience of college-aged students look for a vehicle that has good gas mileage and will allow them to go on adventures and do outdoor activities.

primary research 3: interview For our primary research, we interviewed three MINI owners of different demographics. The purpose of the interviews was to better understand why MINI owners purchase the car and how they perceive and identify with the brand.

Hayley Gilbert 21 years old Annapolis, MD Student 12

Lizzy Singleton 22 years old Beverly Hills, CA Design assistant at Skechers shoes

Colonel Robertson 53 years old Peoria, IL Commander of the 182nd Airlift wing

INTERVIEW: HAYLEY GILBERT 1. What are your three favorite things about your MINI Cooper?

The size, the look, and the handling

2. What is your least favorite thing about your MINI Cooper?

It’s not a hybrid

3. When do you drive it, e.g. for work, special occasions, highway travel, etc.?

hold a surprising amount of groceries etc. in the trunk. I’m not driving lots of friends around all that often, either, so the coupe style works for me. 8. Why did you choose the model you did as opposed to other designs, colors, etc.?

All the time, everywhere

4. What are the first three descriptive words that come to mind when you think of MINI Coopers?

Fun, sleek, exciting

5. What do you think could be improved about the MINI Cooper?

The run flat tires make the ride a little rough over bumps. The radio is very old looking in style unless you buy a MINI with a built-in navigation system.

9. Why the MINI as opposed to other small cars, i.e. Fiat, BMW?

6. What part of the MINI Cooper brand do you feel aligns with your personality?

It’s a fun brand all about enjoying the time spent in your car. Because I live in LA and commute all over town, I like to make the most of my car time.

7. Why did you decide to buy a MINI at this point in your life? Why in general?

My first car was a MINI Cooper and I loved it so much, I decided to get a second one when my lease was finished. It made sense for high school and college life because it gets good gas mileage, fits in small parking spaces, and can

My first MINI Cooper was the MINI Cooper S with black with white stripes. I found the ‘supercharged’ addition to be unnecessary and it got very hot in the summer because it was black. With this one, I decided to get a standard MINI Cooper in the pepper white color with black stripes on the hood and trunk. It has a contrast black roof with white stripes. I think it has a bit of a sense of humor while still remaining sleek in all black and white. I have black hub cabs, all black leather interior, and chrome mirror caps. I chose MINI because it’s like a less serious BMW. MINI Coopers are made by BMW and because of that, you get the great quality of a BMW in a more fun style car. MINI Coopers also have very high safety ratings, which I wasn’t finding with other small cars, including Fiat and Smart Car.

10. When/how did you first hear of the MINI Cooper? What initially drew you to it?

I’ve always been a fan of MINI Cooper and knew that’s what I wanted my first car to be. I got one in 2007 when they weren’t all that popular in the United States, yet, and quickly saw their popularity skyrocket. I can’t even remember where I first saw one or how I heard about the company. I just know that when I did, I had to have one.

INTERIVEW: LIZZY SINGLETON 1. What are your three favorite things about your MINI Cooper?Design: Took an old design and modernized it.Engineering: Very well engineered from the ride to the engine power. Fun to drive! A go-kart on steroids! 2. What is your least favorite thing about your MINI Cooper? Lack of repair facilities while under warranty. Once past the 50,000 mile maintenance warranty you can get it serviced just about anywhere that works on German cars. 3. When do you drive it, e.g. for work, special occasions, highway travel, etc.?

I drive it more for fun. But the economy of the vehicle makes it a great everyday travel to work car.

4. What are the first three descriptive words that come to mind when you think of MINI Coopers? ◉ Classy ◉ Sporty

The Cooper S model....speed, power, precision. The symbol of MINI resembles wings of sorts...it fly’s!

7. Why did you decide to buy a MINI at this point in your life? Why in general?

I wanted a vehicle that was economical yet fun to drive. I had not owned a vehicle like this in over 30 years. I wanted one more try at a sports car. Mid-life crisis!

8. Why did you choose the model you did as opposed to other designs, colors, etc.?

Cooper S has a turbocharger. Plus this vehicle did not have every option on it. I wanted a straight MINI. I did want an automatic transmission but settled for the 6 speed manual. Which I now enjoy driving immensely.

9. Why the MINI as opposed to other small cars, i.e. Fiat, BMW?

High quality engineering and the consumer results prove most of that out through customer reviews.

◉ Reliable

10. When/how did you first hear of the MINI Cooper? What

5. What do you think could be improved about the MINI

initially drew you to it?

Cooper?

Mine is a 2010. Improvements come every year. On my particular model making the rear seat more usable comes to mind.

6. What part of the MINI Cooper brand do you feel aligns with your personality?

I knew of MINI Cooper through the years but never really was drawn to owning one except after a friend had bought one. I was intrigued by the engineering and ergonomic design of the cockpit. If you look at the design of the original MINI Cooper from the 60’s you will see some of the features on the new MINI’s but many modern lines. A true design combining the look of th past into a much better improved vehicle. Reliability was poor in the 60’s...much

INTERVIEW: WILLIAM ROBERTSON 1. What are your three favorite things about your MINI Cooper?

looks sporty, fun to drive, comfort and safety features

2. What is your least favorite thing about your MINI Cooper?

My first MINI, I “designed” myself, and chose the Hyper Blue color, wheel style, features I wanted--again, the sportiness, uniqueness and fun appealed to me. I didn’t need the “S” because most of my driving is in town.

My second MINI, I chose because I needed a used one, and this was the only MINI on the lot! I was lucky to find a late model one which gets better fuel economy, has upgraded speakers/stereo system. And my kids like the Racing Green better....I also have some nice racing stripes!

takes premium fuel

3. When do you drive it, e.g. for work, special occasions, highway travel, etc.?

8. Why did you choose the model you did as opposed to other designs, colors, etc.?

I drive it everywhere!

4. What are the first three descriptive words that come to mind when you think of MINI Coopers?

Sporty, cool, fun

5. What do you think could be improved about the MINI Cooper?

9. Why the MINI as opposed to other small cars, i.e. Fiat, BMW?

hmmmmmmm....I’ve given this some thought and don’t have an answer. I’m a very loyal MINI owner.

BMW makes the MINI, so it’s sort of like having a BMW anyway. Fiat is fairly new to the market; I like that MINI Coopers have been around for a long time and have some history.

6. What part of the MINI Cooper brand do you feel aligns with your personality?

10. When/how did you first hear of the MINI Cooper? What initially drew you to it?

fun, different from the crowd

7. Why did you decide to buy a MINI at this point in your life?

As my children grew older, I was driving around by myself more -- and the larger vehicle was empty! In 2005, when I bought my first MINI, no one else had one (so that was cool), and people used to stop me and ask me about my car! Why in general? I was looking for improved fuel efficiency, and a car I really liked.

May have been the movie “The Italian Job”. We used to joke about having three MINI Coopers lined up like that movie -- one for each of my triplets! Now I live on a street where my 2 neighbors have bought MINIs, so we’ve achieved the 3-in-a-row look! I liked the retro look, the sportiness.

PROBLEM AND OPPORTUNITIES IDENTIFICATION.

swot analysis OPPORTUNITIES

STRENGTH - Classic British design, style, and image - Brand recog. globally - Easy to drive - Sharp handling - Appeals to a niche market, specific users - Loyal fan base - A wide variety of models and colors that are

visually appealing - MINI Cooper and MINI Cooper S models won the World Rally Championship - Front wheel drive system - Gas mileage - Safety - Strong debut in The Italian Job - BMW well-liked company

- The MINIâ&#x20AC;&#x2122;s diverse design, function, and personality should be highlighted so that everyone can find a connection to the brand - Improve ownership experience of current owners to enhance word of mouth publicity - Expound upon the originality, uniqueness of the brand - Build larger presence in

more global markets - Position the brand as a premium, classier brand to justify the higher price - Emphasize the fuel efficiency and small size - Create new models for different audiences - The opportunity to reach out to recent college graduates it there since they look for stylish car that are also safe and savvy.

WEAKNESS - Nonusersâ&#x20AC;&#x2122; perceptions of the MINI as feMINIne among other narrow-minded descriptors - Very little seaAting room, especially in the back - Limited trunk space - Confusing dashboard controls

- Expensive, ranked #17 on Affordable Small Cars list - The College Grad Program only offers a $500 discount which is definitely not enough money to make a significant impact on a recent college grad

threats - Compact car competitors such as Fiat and Volkswagen Beetle - Stereotypes surrounding the MINI and MINI owners - Other compact car competitors

that offer much more in cash discounts when purchases for a new car are done by a recent college graduate.

campaign OBjective We aim to change the perspective of our target consumer by repositioning MINI as their adventure companion. Through our research, we have found that the MINI is perceived as a cute, small and girly car. In the eyes of some consumers, these words would have a negative connotation, which would deter them from purchasing a MINI. By repositioning, we want to feature the MINI ride as the consumer’s personalized journey. Our strategies will tap into the “explorer” personality traits, which we outline in our target audience profile.

target audience profile

THE EXPLORER: These are individuals who want to learn about whatâ&#x20AC;&#x2122;s constant in life by always changing their environment. 19

target audience: day in life

ur target consumer are the generation Y students who attend the University of Illinois at Ubana- Champaign between the ages of 18-28. This consumer is important to our campaign since they have unique characteristics that set them apart from the rest. Our target consumer is a student who typically has classes five times a week and also works part time. These are the people who like to utilize Twitter and send out tweets as well as like and share cool things they find on social media sites like Facebook. The target consumer is a person who isn’t afraid to comment on their friends’ pics and give feedback on questions posted on other’s Facebook statuses. Furthermore, our target audience loves to have new and innovative things,

but since they are stuck on a college budget they are inclined to gravitate toward giveaways and severe discounts. A typical day in the life of our target consumer is that the student goes to class daily and is involved in some type of RSO on campus. They work wherever they can fit it into their schedule, but know how to also have fun. This consumer is very important to our campagin since they are very tech savvy and ‘in the know’ about what they want and when they want it. They’d be a great asset for the MINI brand to have since the cars’ style and looks appeal to generation Y as well as other various factors involved.

EXECUTION STRATEGY.

netnography

Netnography told us that owners are proud consumers that associate the brand with being trendy and stylish. Also, they love the car’s personalized features, which makes the Mini experience their own. This research told us that the consumer values their Mini because each of them create a unique connection with their car. These personalized adventures will take consumers to “The Mini Places They’ll Go.”

survey The interviews with MINI drivers exemplified consumers with an appetite for adventure and discovering new things and places. The car’s unique control panel resembles that of an airplane cockpit calls to mind the escapist and sporty vibes users often associate with the MINI. Whether the driver is traveling 1,000 miles for a vacation —made easy through the car’s durability and excellent gas mileage— or around town, this sleek, edgy car can turn a trip to the office or movie theater into a fun adventure. Reflected by the wings on the MINI logo, this car doesn’t just get you there, it “flies.”

interview

The survey we conducted allowed us to get deeper insight into our target audience. We discovered that our target audience are active participants in outdoor activities (65% of respondents). They crave to know more about the world through first hand experience and prefer to be involved in activities like camping and hiking. Additionally, our audience enjoys traveling which ties in perfectly with our campaign idea of ‘’The MINI Places You’ll Go,” where we emphasize the idea of travel and adventure which is exactly what the MINI can bring to the table. With the MINI’s amazing gas mileage at 380 miles for one tank of gas, starting from the UIUC campus, our audience can go all the way to Nashville, Tennessee; Columbus, Ohio or even Detroit, Michigan which will give them the adventure they so crave.

SCENARIO IDEA/ PLANNING

“#MyZipMINI”

or our first scenario idea, we thought that MINI could partner with Zipcar. This partnership will allow users to select a MINI to drive opposed to the other traditional Zipcars. We believe that this will successfully target college students for a variety of reasons. First, college students don’t usually have cars. Typically, they utilize budget friendly forms of transportation, such as Zipcars. Through MINI’s partnership with Zipcar, college students will be able to have their first MINI experience at a reasonable price. By creating an opportunity to have the brand and the consumer meet, we believe that it will create a positive and exciting brand relationship. Also, this partnership will be promoted in a fun and exciting way to get Zipcar users dying to get their hands on their MINI. We will promote this partnership by using Twitter and “Out of Home” advertising. MINI will be responsible for creating a @TheMINIPlacesYoullGo account which they will advertise the

partnership and retweet users unique experiences with their #myZipMINI. By utilizing the hashtag #myZipMINI, drivers will be able to share their excitement and adventure with their friends on Twitter. In order to get users excited about their MINI Zipcar, traditional out of home advertising will need to be utilized. By using techniques such as billboards and public transport advertising, MINI will be able to reach their targeted audiences. Their ideal student consumers are on-the-go individuals that will be regular users of public transportations such as the bus system. Also, they will be exposed to many roadside advertisements like billboards. These advertisements need to feature MINI and Zipcar’s partnership. The advertisement will need to create excitement and eagerness to drive the MINI car. With the tagline “The MINI Places You’ll Go,” these advertisements will tell the users that MINI wants to be part of their personal adventure.

“It’s a MINI World After All”

or another scenario idea, we propose a campaign that uses both a website and Instagram to engage the target audience with the MINI brand. On the MINI website, there would be a page containing a digital image of a globe. This globe would have major college universities from all around the world emphasized on it. This page on in the MINI site would be linked to Instagram. On Instagram, ZipMINI users could post photos of themselves with their rental MINI, be it at home, around town, or on vacation. They would use the hashtags #MyZipMINI, #MINIworld, and provide their current university location with the photo. The goal of the campaign is to fill in the entire globe with pictures of people with their MINI from around the world. Current mini owners could also participate by using simply #MyMINI, #MINIworld, and their university. The incentive for using #MyZipMINI is the opportunity to get discounts on future Zip MINI rentals to help “start a MINI journey.” For those

who already own a MINI, the incentive is discounts on gas to “continue their MINI journey.” This scenario helps break down the notion that MINI is simply a British car, a descriptor that came up frequently when we asked people the first three words that came to mind when they thought of the MINI brand. Yes, it is manufactured in Britain, but the brand is international and encompasses the world. Adventure-seekers all around the planet can work collaboratively on this campaign toward a central goal, providing them with further engagement and giving them a chance to shine and show off their car and adventure. These adventurous Instagram posts will help generate word-of-mouth surrounding the MINI and bring the MINI community together like a family. This scenario ties in well to “The MINI Places You’ll Go” core idea in that the Instagram photos are directly showing the many places the MINI is in the world.

MINI Journey

College-aged individuals are constantly playing video games. Games allow them to release stress and they love it especially if they can play on the go. They thrive on playing these video games with their friends as they compete to get the best scores and bragging rights. A way for MINI to increase engagement

with their target market is to create a video game, the MINI Journey. This video game will be an application that consumers can download onto their smart phone. The video game will feature different driving courses that users can race with their friends. As they are racing through exotic locations they will

encounter different obstacles that they will have to avoid. By avoiding the obstacles, they users will see how agile a MINI is when responding to different things falling on the road. They will also be sitting in the interior of a MINI so the audience will be able to see how fun and stylish the inside is z they race around the world. The game will be a fun activity that invites participants

to actively compete against their friends. The game will be linked with the userâ&#x20AC;&#x2122;s Facebook page and their results will be posted. This will be an easy platform for the user to see how his or her friends are competing, as well. By creating this video game, users will be able to actively participate with the brand, creating more brand awareness and engagement.

THE END.