With Super Bowl 50 last week, we saw MINI return to television with the “Defy Labels” campaign for the launch of the new MINI Clubman. This seemed like a good time to look back at the previous football marketing campaign for the launch of the MINI Countryman.
MINI USA’s Super Bowl ad in 2011 was the zany, innuendo-filled “Cram It in the Boot” commercial for the MINI Countryman.
MINI Countryman Flyer
The current MINI Countryman launched in January 2011. Like the new Clubman, it was the largest MINI when it debuted. It was the first time MINI USA used words like “big” and “XL” in positive terms to sell a MINI. MINI USA produced this two-sided glossy flyer with the title “THE NEXT BIG THING IN MINI.” On the back were images featuring the center rail, MINI Connected, and ALL4 all-wheel drive system along with some basic specifications.
For the Countryman, it was all about the four doors and the bigger boot. So BSSP, MINI USA’s advertising firm, played off the traditional “tailgating” idea for football games and invented “bootgating”, the MINI equivalent. MINI dealerships across the country held MINI Bootgating parties in the weeks leading up to Super Bowl XLV. Some event attendees were fortunate enough to win Super Bowl tickets.
Of course there were marketing items, with MINI USA producing football game-related items to give away at the launch parties.
Bootgating items included:
- MINI Bootgating insulated lunchbag
- MINI Bootgating can cooler
- “GO 4 IT.” toy football from MINI Financial Services
- MINI Bootgating stickers
- MINI eye black stickers
- MINI Countryman event wristband
[Images courtesy of Library of Motoring.]