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Mini takes ‘New Original’ campaign to Spotify to celebrate Mini Hatch launch

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By Natalie Mortimer, N/A

April 25, 2014 | 2 min read

Mini and Spotify have teamed up to create the ‘New and Original Pop Quiz’ to celebrate the launch of the New and Original Mini Hatch

The quiz, which forms part of the car marque's wider ‘The New Original’ advertising campaign that launched earlier this month, gives Spotify users the chance to test their knowledge of new and original tracks to win gig tickets and Spotify Premium accounts.

Competition entrants will also receive a ‘New and Original’ Spotify playlist made up of tracks from the quiz, which was conceived and developed by creative innovation network Iris and media agency Vizeum.

Michelle Roberts, general manager brand communications, at Mini, said: “We’re proud to be the first car brand to launch a campaign with Spotify on mobile. The New Original campaign is designed to showcase how our new MINI Hatch combines the feisty, fun-loving spirit of the original 1959 model with the latest industry technology. Partnering with Spotify has given us the opportunity to do this by celebrating one of our customers’ most significant passions: music.”

The quiz will run across both desktop and mobile versions of Spotify. UK users will be encouraged to take part through ad pages within the Spotify client, audio adverts on the service, and a special mobile-optimised website.

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