Spotlight on MINI USA: ANA Real-Time Marketing Conference SpeakerNovember 19, 2013
By Shannon Scanlin, associate manager, committees, ANA
Real-Time Marketing is one of the hottest buzzwords in marketing today. We all know the success story of Oreo during February’s Super Bowl blackout. With this headlining and award-winning tweet, the marketing world was shown the power of being in the moment.
But, “dunk in the dark” is not an example that every brand can adopt. Oreo had a fully stocked team ready to respond to what happened during the game. I believe smaller marketing teams can find inspiration in BMW’s MINI, one of the brands speaking at the upcoming ANA Real-Time Marketing Conference.
MINI USA is asking MINI owners (some of whom call themselves “MINIacs”) to create content for the brand. The company has issued photo challenges for owners. MINI owners take a picture of their car then post and tag the photo on social media sites (Instagram, Twitter, or Facebook). The tags help MINI find the photos and then curate them for their own use. Social media is helping MINI stay connected with their passionate owners and also have relevant content available for prospects.
Learn more about MINI USA from Lee Nadler, marketing communications manager, as he discusses how MINI incites passion with real-time content marketing at the 2013 ANA Real-Time Marketing Conference. Other speakers include Kraft Foods Group, The Coca-Cola Company, Hasbro, Anheuser-Busch, MasterCard Worldwide, Nestle, and more. Register now because space is limited! Click here for more information.
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