Lloyd Motor Group’s Carlisle Mini dealership put together a series of videos and competitions through its social media channels to launch the new Mini Hatch.
The dealership decided to try a different approach for the new model “without the dust sheets, canapés and showroom reveal”.
The inspiration for the launch was taken from the new Mini’s technology features and to interact with customers in a modern way through social media.
The team at Lloyd Carlisle Mini uploaded a video every 30 minutes to showcase the new Mini. The team gave away a prize to win a meal for four at local restaurant The Shabby Scholar and took customers to lunch after their test drives on the launch weekend.
One of the videos shows the Lloyd Carlisle team driving down to BMW's Thorne distribution centre for the delivery of the new Mini to 'steal' a model 10 days before the car was due to go on sale.