MINI Goes Electric in Miami

To generate buzz and awareness around MINI’s first electric car, MINI executed a weekend-long event in the heart of Miami, focusing on creating an electrifying experience for consumers that would leave them wanting to learn more about the all new MINI Electric. 

The Challenge

To drive awareness about the release of MINI’s first electric car, MINI tasked their creative and media teams to come up with an electrifying way to generate excitement in Miami with a weekend-long event.

Our Solution

What came next was a buzzworthy experience better than could have been imagined: a three-day electric music event that took over the backlot of the infamous taco joint, Coyo Taco, creating an irresistible draw for anybody passing by. Located in the heart of Miami’s art and music scene, the weekend featured Miami DJ’s performing in and on top of a shipping container that boasted a neon electric sign, electric MINIs parked in front, yard games to play and food and beverages available from Coyo Taco. With some predictable rain in the forecast, the activation was able to quickly be adjusted for intermittent rain plans, ensuring that the electric stage and electric MINI were always in the forefront of this charged up experience. 

Results

Leading up to the 3 day MINI Electric Stage activation, over 3,900 event goers viewed the event teaser which converted to over 3,000 unique RSVPs on our Eventbrite page. While the Miami weather stayed true to its reputation by providing rain throughout the weekend, the MINI Electric Stage never stopped. Guests of all ages attended the event to view the car and line up to explore the MINI Electric and learn about the car’s features from onsite brand specialists.  The electrifying experience was such a hit that even DJ A-Trak didn’t want to stop performing when thunderstorms began. Even though the event was up against a few days of rain, each day received a phenomenal turnout, with over 1,350 people passing through the location! The intimate space found at Coyo Taco made it the perfect venue for an intimate and immersive brand experience.  

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