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Mini launches viral email campaign
Car company Mini is launching a viral email campaign that will allow users to create a personalised message to send to friends.Designed by agency Firstborn, the promotion sees users design their own Mini which then drives across the screen and spells out a message in its tyre tracks, DMNews reports. These are then emailed to friends, making the most of the possibilities held by internet marketing features.
"We wanted to get people to share the site with their friends and then get them to actually visit the site," said Firstborn's president, Michael Ferdman.
The process has been designed to be easy to use so as not to put off potential customers. Different models of Mini can be picked out and then the user writes the text for the message which will be drawn out.
Recipients receive an email that directs them to the MiniUSA website, which makes use of various interactive features to keep users hooked.
A customisation section allows car buyers to design their own Mini from a range of colours and styles and there are also games to keep visitors to the site amused.
Mini is owned by German car giant BMW, whose own consumer-facing website also features so-called advergaming.
Search Marketing news posted on 01 November 2006
