b8ta paves a new marketing channel with MINI Cooper.

MINI has created a custom experience. 

b8ta has given MINI a physical space to create an experience in which normal constraints aren’t present. It’s our goal to provide partners with an environment that’s customizable to an intense degree, one which can stand apart from the places customers might otherwise run into the brand. In b8ta Mission Bay, MINI highlighted the environmental element of their brand’s story through a custom art wall and floor decals. Alongside this, the SE is positioned among other lifestyle brands at b8ta to reinforce the idea that MINI is a lifestyle product, not just a car. b8ta offers the space and resources to create highly customized experiences, and employs the operational support to make execution easy.

MINI is telling their brand story in a more engaging environment. 

Our customers know their local b8ta store as an ever-updating hub of the new and innovative, a place where products and brands that push towards the future can be fully explored. With this in mind, it’s fairly easy to visualize the MINI SE story within b8ta walls. In traditional retail environments, products sit in their box upon shelves. When setting up a billboard placement, product makers can blow up a 4k photo and hope that their marketing tagline is gripping enough to borrow the attention of passing drivers. 

In a b8ta store, a product’s specs and price point is given. At b8ta, the full MINI brand is on full display. Within b8ta stores MINI’s story is told by trained employees who know it as their own. MINI began its story when the 1957 Suez crisis left the market looking for an affordable and environmental solution. Today, b8ta is still telling the MINI story in b8ta Mission Bay. 

b8ta placements give marketers scores of data in real-time.

MINI is a big brand, and most big brands have tried many marketing and advertising channels. Channels such as billboards, bus wraps and TV spots are hardly cheap, but there’s no arguing with the reach they can give to a brand. But on the other side of the coin, these methods that employ such dizzying reach statistics often give ROI analysts a real headache. Marketers can estimate the number of impressions a billboard or commercial racks up, but the data is limited beyond that. Enter the b8ta placement—MINI is able to market the new car in a unique way while collecting data around the customer journey, similar to a real-world focus group. 

b8ta placements provide brands with product data ranging from the type of customer interested to the number of times the product is demonstrated to a guest. b8ta partners learn about how their product is perceived in real-time, and are able to adjust things such as price point and positioning just as quickly. b8ta is able to learn all about the public perception of a product and relay it back to the brand immediately, identifying any tweaks that might be beneficial prior to launch. Alongside this, MINI has been using another b8ta feature—an email capture system—in order to be all the more ready when the car launches next year. The b8ta placement has given them useful buzz in the San Francisco market, as well as a list of customers firmly interested in the SE.