Much to my disappointment (but not surprise), Porsche has declined to participate in Mini's road race challenge pitting the Cooper S against the 911 Carrera S at the Road Atlanta racetrack. But in keeping with its "little OEM that could" persona, Mini is not giving up.
Mini USA's president, Jim McDowell, has issued yet another personal challenge to Porsche Cars North America's CEO, Detlev von Platen. Take a look.
As the proposed race day (June 21) approaches, Mini has unleashed yet another creative, multi-channel automotive marketing tactic. They reportedly flew a banner plane over Porsche's Atlanta-based headquarters with a message reading, "Dear Porsche, Bring it. Love, Mini." If that's not enough, perhaps Porsche will be enticed by the new prizes being offered -- including a lifetime membership to the Salami of the Month Club. Or by the petition being circulated on Mini's official Facebook page, another social media coup.
I wouldn't bet on this race happening anytime soon, but it doesn't really matter. Mini is the winner for showing audacity, personality, and a great sense of humor. What a brand!
Posted by Paula Skier, Director, Strategy & Planning, Digital Marketing, Polk (06.15.2010)
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