2014 Collegiate Effie Award Winner

  • Published on
    05-Dec-2014

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This was our final presentation for the Collegiate Effie Presentation given at MINI USA headquarters. The first video in the presentation was our initial entry video. After we submitted our video, two groups were chosen as finalists and given the chance to address the panel's concerns and improve their ideas. We responded with the subsequent slides and a followup video. (Videos not included.) 2014 Collegiate Effie MINI USA Brand Challenge.

Transcript

  • 1. MILE MINI THE
  • 2. WORKS HOW IT
  • 3. 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.
  • 4. 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
  • 5. TOP 25 GET A PASS TO BOOTCAMP ROUND 3
  • 6. DETAILS THE
  • 7. $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
  • 8. Top of line technology Still get to experience the MINI interior Builds excitement for the next steps SIM VS. REALITY
  • 9. VIRTUAL FAVOR PACKAGE
  • 10. COSTS OVERALL
  • 11. 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
  • 12. 79% 0% 1% 6% 9% 5% Simulators On-campus Banners Facebook Ads Landing Sites Miles Ahead Indianapolis Motor Speedway BREAKDOWN
  • 13. OUTCOMES THE
  • 14. GAMIFICATION THEORY
  • 15. Real Competition Realistic Timeline/Evolution of Idea Incentivize - Real Rewards HOW TO GAMIFY
  • 16. 7-10K INSTA 560- 800K jeffbullas.com SOCIAL KPIS
  • 17. 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 KPIS