Tweet to Test Drive: A new way to shop from MINI

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MINI USA Tweet to Test Drive Campaign
MINI USA Tweet to Test Drive | Photo: MINI

With the evolution of the ways to communicate these days it is quite normal that companies seek to reach more consumers than ever before. This is obviously the case of car manufacturers who are already very present on the multiple social media platforms around the globe.

In fact, a brand that is increasingly oriented towards young buyers and their social habits is MINI. The more “connected” division of the BMW Group intends to explore a new way to communicate with the potential customers of the brand.

Indeed, since October 30th and until the 30th of November, MINI USA will offer customers in Los Angeles and San Francisco the opportunity to “order” a test drive via their Twitter account. This pilot will only involve the MINI Countryman and its hybrid variant for now.

By tweeting @MINIUSA’s account, these customers will be able to test the vehicle for a period of 30 minutes right from home. Fooji, a company that specializes in enhancing the consumer experience, will take care of getting all these MINI Countryman cars to interested motorists.

“This collaboration allows us to use innovative technology and the power of Twitter to simplify the test drive experience for car shoppers by offering quick and convenient test drives,” said Patrick McKenna, Department Head, MINI Brand Communications. “We understand that today’s consumer expects a smooth and easy retail experience and we’re hoping to deliver that experience right to their door” he added.

Residents of San Francisco and Los Angeles have until the end of November to tweet #MINIonDemand to @MINIUSA’s account. Afterwards, they will receive a link to register and receive a link to sign up for a free test-drive delivery. It remains to be seen if this project will be popular with consumers.

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