By now, everyone in the US knows that MINI has ‘unconventional’ marketing, to say the least. Their ‘Not Normal’ campaign brought worldwide attention to the North American continent and what they did.
In the same spirit, the launch of the new Cooper couldn’t have been done any different. That’s why they chose Puerto Rico and its beaches for the press launch of the Mk3 models and they went all out.
The event had half a dozen ski jet riders doing all sorts of stuff near the shore, a Cooper on a pontoon in the background whilst a very talented singer kept on entertaining the guests with a very good cover of Pharrell Williams’ “Happy”, a very well picked song, by the way.
Of course, members of the management team soon took over the microphone and the real introduction started. Fortunately for us, the guys from Bimmerfile filmed some of the event allowing us to get a feel of the atmosphere out there. This is how all launches should be!
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