MINI's 'INSTADRIVE' Recreates the Driving Experience on Social Media
Laura McQuarrie — August 19, 2015 — Autos
Considering that drivers need to be a certain age before they are able to take part in a car test-drive, simulated experiences are becoming a popular way for automotive brands and dealerships to appeal to the next generation of drivers—years before they are ready to get behind the wheel of a car.
In Spain, MINI created an experience called 'INSTADRIVE' that takes place entirely on an Instagram account. In order to play up the fact that MINI has hundreds of ways people can customize its cars, the campaign is set up in the style of a Choose Your Own Adventure series.
The cartoon-inspired adventure takes users on a fun journey that is tailored to a user's preferences in music, companions and destinations.
In Spain, MINI created an experience called 'INSTADRIVE' that takes place entirely on an Instagram account. In order to play up the fact that MINI has hundreds of ways people can customize its cars, the campaign is set up in the style of a Choose Your Own Adventure series.
The cartoon-inspired adventure takes users on a fun journey that is tailored to a user's preferences in music, companions and destinations.
Trend Themes
1. Simulated Test-drive Experiences - Automotive brands and dealerships are creating simulated test-drive experiences to appeal to young drivers and showcase their customizable cars.
2. Interactive Social Media Campaigns - Companies like MINI are using social media platforms like Instagram to create interactive campaigns that engage users in a fun and personalized way.
3. Choose Your Own Adventure Marketing - The popularity of Choose Your Own Adventure-style campaigns is rising, providing opportunities for brands to create immersive and customizable experiences for their target audience.
Industry Implications
1. Automotive - Automotive brands can leverage simulated test-drives to showcase their cars and engage with potential customers in a unique way.
2. Social Media - The use of interactive social media campaigns presents opportunities for businesses to connect with their audience and drive engagement through personalized experiences.
3. Marketing - The rise of Choose Your Own Adventure marketing campaigns offers innovative opportunities for brands to create immersive and interactive experiences that stand out in a crowded market.
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