This was MINI's first Superbowl Spot since it first launched in the USA. This was a fully integrated campaign, using celebrity owners. I was responsible for all the digital, site and social media that aligned with the celebrity interviews and final TV Spot. This was a fast paced, tight timeline, with multiple content rotations every week leading up to the event. On game day, we were a part of the Superbowl War Room at Twitter's Headquarters, managing and responding to online chatter and real-time activity. And even an on the fly brand volley with Coca-cola.
