BMW begins video game campaign for Mini
By Adnews Staff
BMW Group Canada of Whitby, ON has begun a video game-based ad campaign for its Mini brand. The creative, which takes the form of virtual out-of-home ads in the background landscapes of various online video games, will run until Nov. 26. The placement was coordinated by The Media Company, while the creative was developed in conjunction with Taxi 2. The campaign is running on 23 PC and Xbox video games that connect to the Massive Network, a subsidiary of Microsoft. The participating games are primarily multi-player sports and action titles. “In-video game ads give gamers an exciting new way to interact with Mini in an environment they are passionate about,” said Marc Belcourt, brand communications manager for Mini Canada. The initiative is part of a larger campaign to promote two new special edition models: the Mini Cooper with Soho Package and the Mini Cooper S with Rallye Package. The overall campaign includes national radio advertising, search engine marketing, online video ads and banners and dealership materials.