In many parts of the world, including Australia and New Zealand, it’s already December 22, which means the world did not come to an end on December 21, as some, well, scratch that, hundreds of millions of people who misinterpreted the Mayan calendar believed for quite some time now.
For MINI USA, such misconceptions (see NASA’s video below) are a good opportunity for some playful marketing with the German-owned British carmaker placing a full-page ad in TheNew York Times, with the headline, “Well, So Much For The 2014 Models.”
The ad is accompanied by a supporting text that suggests customers should hurry to their nearest Mini dealer and place an order for a car, as it might be their last chance to do so.
“Initiatives like these allow MINI to engage the community with something topical, such as declaration of the end of the world, and use it as an opportunity to add a smile to people’s face,” stated Lee Nadler, MINI USA Marketing Communications Manager. “MINI is an instigator of optimism, a brand that zigs when others zag, and this year we’re taking a different position in the industry’s usual end-of-year promotions.”
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