Middle aged men seeking a sports car in the shape of a Mini Cooper.
Who knew such a specific category of customer existed?
To launch a new two-seater roadster version of the famed Mini, the company took a psychic approach to its campaign.
By being sort of evil and using IP addresses and other freely available information, the Mini site for the launch predicted the future of many, many people. It reminds me of the incredible mind reader.
The campaign generated more than 240,000 visitors to the site dedicated to the new roadster. More than 75% had a psychic reading but, better yet, 180,000 of those vistors continued on to the Mini site.
Those are impressive statistics for any campaign. But surely the psychic reading would have told the company that its campaign would be a success, right?