MINI GIFT SWAP IA & UX

OBJECTIVE

MINI is a brand that encourages interaction between it's owners. MINI is looking into ways to strengthen it's community and give back it's enthusiastic owners.

STRATEGY

MINI owners are some of the MOST active owners of any product. There's almost a MINI Club in every state in the U.S. Our owners are social, interactive and FUN. 

Our goal at BEAM Interactive was to become a medium for owners to connect with each other. We already knew enthusiastic owners are more than willing to meet other owners in their home town. We wanted to create a way for owners to connect across the states. 

#MINIGiftSwap

RESULTS

As we were near the holidays, we developed a micro-site where owners can opt-in with their mailing address to participate in an exclusive MINI owner's gift exchange. We took care of the front-end, back-end and verification work so that the experience is seamless and easy with a low barrier of entry for our owners. 

We initially expected under 100 opt-ins... however, the results were staggering. Over 1000 MINI Owners signed up for the exchange.

The #MINIGiftSwap went viral and was picked up on social media and blogs such as MotoringFile (MINI Owner's #1 unofficial resource for MINI News).

Some of the gifts our owners generously swapped.