Marketing
During the production of first generation Mini, as a joke and undoubtedly as a part of Mini's viral marketing approach, purchasers of the Mini convertible were asked to sign a "contract" promising that they would drive the car with the roof open at least 90% of the time. Mini also set up a telephone hotline (in the USA: 1-888-DO NOT CLOSE) which one may call to report convertible owners who are driving with the roof up inappropriately. The automated system offers such helpful advice as how to administer a wedgie to the offender.
Butler, Shine, Stern & Partners, Mini's advertising agency, produced a video series called Hammer & Coop, directed by Todd Phillips as part of an ad campaign for the Mini.
Crispin Porter + Bogusky, Mini's advertising agency, produced a movie called Counterfeit Mini Coopers as part of the ad campaign.
To advertise Mini Clubman's introduction to Chinese market, Beijing Mini offered a Mini Rickshaw, which uses the rear half of Mini Clubman.
In New Zealand, Mini sponsored Mad Men, broadcast on Prime. Special spots were created; for the first season, these took the form of a satirical, sexist 60s-style television commercial. For the second season, the spot was a pastiche of Mad Men's opening credits, with a silhouette figure tumbling out of an office building, landing in the driver's seat of a Mini.
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