2014 collegiate effie award winner

MILE MINI THE

WORKS HOW IT

ROUND 1

Choose five initial rival schools within a region: –  i.e. Stanford, UC Berkeley, UCLA, USC, UCSD

Students will have the opportunity to race against friends, enemies, rival schools, and, of course, the clock. Each school will be given two MINI cars with simulators built into the drivers’ seats.

The top 50 drivers as well as the top 50 social media influencers will have the opportunity to test drive real MINIs (no simulators) on campus through the pre-established miles ahead program.

From NUVI (social media analytics monitor)

ROUND 2

TOP 25 GET A PASS TO BOOTCAMP

ROUND 3

DETAILS THE

$125k/ track * 5 –  Steve Meyers, Executive Producer/EVP at iRacing

$1.2k / Simulator * 10 $200 / Cameras (selfies/footage) * 10 $400 / iPad mini (sign in) * 10 $2.7k / 4k Ultra HD TV * 10 $2.5k / Tents * 5 $1k / 2 Employees * 5

$5K $13.7K

$27K

$4K

$2K

$12K

$625K

TOTAL = $688.7K

SIMULATORS

Top of line technology Still get to experience the MINI interior Builds excitement for the next steps

SIM VS. REALITY

VIRTUAL FAVOR PACKAGE

COSTS OVERALL

Simulators On-campus Outdoor Facebook Landing/Mobile Site Prizes –  Miles Ahead Test Drives (500) –  Ind. Motor Speedway (25)

Honorarium (5 schools)

$688.7K $3.5K

$5K $50K $125K ($80K)

($45K) $100K

TOTAL=$972.2K

BUDGET

79%

0% 1%

6%

9%

5%

Simulators

On-campus Banners

Facebook Ads

Landing Sites

Miles Ahead

Indianapolis Motor Speedway

BREAKDOWN

OUTCOMES THE

GAMIFICATION THEORY

Real Competition Realistic Timeline/Evolution of Idea Incentivize - Real Rewards

HOW TO ‘GAMIFY’

7-10K

INSTA 560- 800K

jeffbullas.com

SOCIAL KPI’S

PERCEPTUAL/ATTITUDINAL : 70% of participants positively mention MINI in a social media interaction within one week of their experience. BEHAVIORAL : 5% increase in MINI test-drives by members of the target market. BUSINESS : .75% increase in MINI sales annually nationwide.

–  6.3% in specified DMA

FINAL KPI’S