The MINI Lost and Found is a program that uses partner relationships to spread brand awareness beyond the MINI fanbase. The concept is simple, fans have lost or left behind an item on a fictitious test drive, and MINI is asking people to respond and claim it. We've partnered with Burton, Tumi, Tony Hawk, Pantone, Barkbox, and several others. The hope is to find partners who share a similar demographic and have a pretty active social presence. Once the round opens, partners are asked to share their items that are in the Lost and Found on their own social channels, exposing MINI to all their fanbase.
Some Impressive Results
In the first 12 months it brought in 30,500 visitors, 13,200 claimed items, the claim rate for the program was 65%. MINI received 1,300 new handraisers, 225 leads, and 218 sales from the program.
