Creating buzz for a new model from MINI isn’t exactly rocket science, except when it is. When the time came to introduce the new MINI Coupe to America, Butler, Shine, Stern & Partners took the notion of a product launch a little more literally than usual. As a result, a full-scale rocket now graces the streets of New York as the centerpiece of BSSP's latest campaign. One word of warning: if you decide to sample the car’s ballistic acceleration with a test drive, we suggest you heed the tag line and hold on. It really is a rocket.
The rocket will be on display Thursday, October 27 through Tuesday, November 1, 2011; and is located at 14th Street and 9th Avenue in New York City’s trendy Meatpacking district. In addition to the rocket, there will be four brand ambassadors dressed in space suits greeting pedestrians and passing out MINI-branded space (freeze-dried) ice cream, Coupe “Prepare for Launch” buttons and additional vehicle information.
Nope, looks too good for the guys on Top Gear. Another over the top ad campaign. Gotta give them credit for consistency.