MINI USA launches a campaign and a contest that defies labels
February 12, 2016: The brand of cars, often labeled “small” and “cute,” MINI USA rolls out an advertising campaign and an online contest to scrap away labels.
The “Defy Labels” campaign stars a list of prominent athletes and celebrities including Serena Williams, Tony Hawk and T-Pain as well as MINI owners, whom MINI has acknowledged for their choice to break conventions and remain true to themselves.
With its #DefyLabels Contest, the car manufacturer aims to reach out to local communities and reward exceptional individuals. After a two-stage selection process – an online voting followed by a jury pick – four finalists will have the chance to partake in the brand’s biennial cross-USA rally of MINI owners. A final round of online voting will elect the ultimate winner, who will receive a two-year lease of an all-new MINI Clubman.
From February 12 – April 7, anyone can nominate candidates by uploading their image, accompanied by a brief statement on the contest’s website.