MINI has a very large and loyal community of owners who are pretty obsessed with the brand. It's a culture like no other car company out there. We came up with an idea to host a Gift Swap, a "Secret Santa" for exclusively MINI Owners. We set up the program, which has over 3,000 people participating, and allowed owners to shop and ship their gifts. We provided them with a match, a few reminders, and some fun gift tags, but they did the rest. It was surprising to see how many people actually participated. Owners loved the program so much that we've made it an ongoing tradition for the past 3 years. It also helped spiked some sales on MINI's After Sales site, a lot of owners are interested in MINI gear for gift ideas.
