Mini has teamed with motoring marketplace Auto Trader to create a content hub to showcase the brand’s ‘The Great British Weekend’ proposition for its seven models.
The hub aims to place Mini as the essential partner for the weekend, with a competition to allow visitors to the hub to win their own Mini Great British Weekend, with their choice of Mini car to take them there.
Michelle Roberts, general manager aft Mini brand communications, said: “This campaign is the result of a close partnership with Auto Trader and perfectly encapsulates the spirit that lies at the heart of ‘The Great British Weekend’ ethos. The content not only celebrates the brand’s heritage but showcases each vehicle’s unique positioning and capability and the different experiences Mini models can help you enjoy throughout the UK.”
The hub was devised and implemented with media agency Vizeum, and will focus on a series of videos showing Auto Trader road testers trying out Mini vehicles in different scenarios.
These will include a weekend of culture in Bristol examining the bohemian arts scene, a go-karting track and a boys’ weekend in Wales.
Jon Quirk, editor-in-chief at Auto Trader, added: "Content partnerships are becoming a key part of our digital publishing toolkit. At Auto Trader, we're working incredibly hard to ensure the creative solutions we present are authentic and the content partnerships we deliver are precisely that, a partnership. Our collaboration with Mini is one we feel particularly proud of, and we're confident it will provide quality engagement for both brands."
The hub will run until January 2015.