Mini goes after Gen Y with an Instagram popularity contest

Mini has launched competition in which 29,000 Instagram likes will win a new Mini Ray car, as part of the brand’s ‘Funexpected’ brand campaign.

To celebrate the Australian launch of its Mini Ray model, Mini has launched the #MINIRAY29K Instagram competition campaign.

The #MINIRAY29K campaign, created by Ogilvy Melbourne, encourages entrants to post images, games, gifs, challenges, songs, videos and stunts.

After two weeks, three finalists will be shortlisted, and the first to reach 29,000 likes will win a Mini Ray.

All entry posts are required to feature at least one of the car’s three accent colours – green, pink, or yellow – and be tagged with #MINIRAY29K and @miniaustralia

At $29,000, The new Mini Ray is the most affordable car in the range.

The social campaign is another example of brands making their way onto the platform to target millennial audiences.

Related: In June, Instagram launched profiling, insights and promotion tools for brands »

“The #MINIRAY29K promotion provides us with a more engaging platform to reach the key millennial audience we are targeting for this campaign,” says Gabrielle Byfield, national marketing manager, Mini.

“Given traditional ATL channels don’t typically resonate well with the millennial set, we wanted to find a way to reach them in a medium they engage with every day. Having a social led promotion with #MINIRAY29K provides us with the perfect opportunity to do so.”

The promotion is aligned with the Mini Ray ‘Funexpected’ brand campaign, which also launches this week in outdoor, print and digital across Australia.

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Ben Ice
BY Ben Ice ON 3 August 2016