MediaPost Publications - MINI Takes Wii, Online Gamers For Ride With Pinball Game - 05/15/2008
BMW Group's MINI is targeting gamers with Clubmania Pinball, a branded casual game for the PC and Nintendo Wii. The game, which features the 2008 MINI Clubman, is part of a multichannel campaign that grew out of a 30-second TV spot crafted by Butler, Shine, Stern & Partners (BSSP).
The Clubman's unique barn-style rear doors were the main feature in BSSP's initial execution, dubbed "Pinball," and they opened outward like the flippers in a pinball game. "The point of the spot was to launch the vehicle and show off the Clubman's signature design," said John Butler, creative director at Sausalito, Calif.-based Butler, Shine, Stern & Partners. "It was a great chance to show what made the Clubman different--and use something that was physically on the vehicle in the ad. And we thought the game was the perfect segue."
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