It’s Mini Coopers 50th birthday, and I’ve been watching their promotional campaign unfold with interest. Why? Because I love brands and campaigns and because personally I perceive the brand as one which would or should be in my space, naturally, right? I feel that I’m in their target market. Why then are they not (yet) in my space, um or face, so to speak?

I was thrilled when I saw the billboard advertising quickly followed by the TV ads, then heard a radio ad on @5fm for a cool sounding campaign where 6 party animals get to drive around the country and you get to vote for your favourite. Or something. I say something, because the billboards are already down, I’m not seeing the TV ads anymore, and can’t find anything online to tell me more about the campaign. And I’m not the only one. @robgilmour (whose wife drives a hot little mini) commented on my tweet:

I went to www.mini.co.za and all I found was another concurrent campaign it seems, the party of the mid-century to be held on 17 September. Ok…

I am really disappointed in their lack of online presence and buzz. Its 17 days away from an awesome event, and yet there is little to no conversation on facebook on twitter. Where’s the hype around a seemingly great experience? Their promotional efforts just don’t seem to speak to each other or flow smoothly and are certainly not easy to find.

Maybe I’m jumping the gun. Maybe it’s intentional. Maybe old school is cool. But in my opinion, Mini may be 50, but their target market isn’t. I hope they’ve got something planned or something I haven’t yet discovered to show me I’m wrong…