Strategy
It was Mini's 50th birthday and time to celebrate. Our ultimate goal was to generate leads and traffic into the Mini dealership but we wanted to achieve this through a PR outreach plan as well as the traditional and social media we created. The team at SDMG had a number of Mini logo shaped cakes made and we contact various radio stations. We informed them that we had special Mini birthday cakes just for them. We included a call to action to Mini's Youniquelyou landing site where we captured the visitors personal information with an incentive to visit the dealership. We also tagged each piece of media, whether it was traditional or social marketing with a unique code to track the source of the lead generated.
Results
SDMG was able to generate an outrageous amount of traction with the local radio stations. In turn, we essentially received thousands of dollars worth of free media for the cost of the cakes. If that's not enough, the social media generated an explosive 396% more leads than the traditional media, demonstrating that social media is an extremely effective promotional tool.
Our 50th Anniversary was a huge success and just another example of how SDMG has helped us do so much more than expected. By thinking outside the box with new techniques like guerrilla marketing to radio stations along with using social media channels to generate leads, we have been able to extend our reach far beyond what we anticipated.
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