Immersive Test Drive Experience on the California Coast
Client: Mini Cooper
Project: Experiential Event Marketing & Retargeting Strategy
Role: Event Strategist, Engagement Producer, Data Capture Consultant
Overview:
Mini Cooper wanted to create a test-drive experience unlike any other — one that blended adventure, lifestyle, and meaningful brand connection. I joined the team to help craft an unforgettable activation that invited people to feel the Mini brand in motion, while capturing valuable customer insights for future campaigns.
The Experience – Test Drive Meets Mini Retreat:
We launched an exclusive, ticketed test drive event in San Francisco that turned heads and deepened customer engagement.
Key Highlights:
Targeted Mailer Campaign: Custom-designed invitations were mailed to select individuals, encouraging them to register online. The $20 registration fee added value and filtered for genuine interest.
Rooftop Launch in SF: Guests met on a San Francisco rooftop, where 30 Mini Coopers awaited. Each driver selected a car and hit the road with a mapped scenic route down the iconic California coastline.
Destination Oasis: The drive ended at a curated, secluded destination featuring:
A Mini Farmers Market with local goods
Sound baths in the Redwoods
Notebook-making workshops
Yoga classes under the trees
A light, nourishing meal and community gathering
Four Sessions Total: Morning and evening drives over two days, allowing for intimate, high-touch experiences.
Data Strategy:
I also implemented a system to capture registration and participation data, enabling future retargeting campaigns and deeper brand segmentation. This helped Mini not only generate buzz in the moment but build an audience for continued engagement.
Why It Worked:
This wasn’t just a test drive — it was a lifestyle experience. We aligned the emotional appeal of Mini with the values of freedom, creativity, and mindful living. It drove authentic connections, brand affinity, and actionable marketing insights.