MINI Grand Tour: Influencer-Led Clubman Road Trip

We needed to raise awareness around MINI’s newest car, and specifically to position it as a generously-sized city car for modern men.

Working with a limited budget, with travel one of the key passions of our audience and the backdrop of lots of media interest in Europe, we came up with an idea to challenge an influencer to travel across the continent in the car and share engaging lifestyle content along the way.

We pinpointed travel Writer of the Year 2015, Jonathan Thompson, and approached him. Excited by the challenge, he turned it into a mission to cover Europe’s 28 countries in one calendar month in the MINI Clubman.

He used the 10,000 mile journey to tell stories on a daily and weekly basis, through social and an editorial partnership with The Telegraph, including a weekly online and print column in the paper. Jonathan naturally integrated the MINI Clubman in a lifestyle setting and content drove traffic to MINI.co.uk.

Forming smart partnerships allowed us to curate an interesting pan-Europe itinerary on a budget. Partners included start-up adventure specialists, The Flash Pack, A Ferry and Three Mobile.

Over 100 images and 10 videos were created for both MINI’s social and the on-the-ground team’s channels, which were fully leveraged throughout. Further editorial was gained across the summer.

7
7
Online and 5 print pieces of earned media coverage with The Telegraph and Metro
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3
Features in ‘Telegraph Top 5’ (to achieve this an article must have over 50,000 views)
3K
3K
Telegraph articles alone drove more than 3K click-through to the MINI website
3K+
3K+
Likes across 13 posts and an increase of 320 followers on the MINI UK Instagram channel during the takeover
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240
Mentions of #clubmanroadtrip across Twitter + Instagram
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