automotive

Mini Continues 'Defy Labels' Campaign With Social Push

Mini is continuing the “Defy Labels” campaign it launched during the Super Bowl, with a social media program to acknowledge local heroes who don’t stand on the usual pedestal.

The #DefyLabels contest, which is also tied to the automaker’s biennial cross-country caravan of owners and their Minis, “Mini Takes the States,” hopes to “identify and reward exceptional people in local communities who have proven that they can defy labels and define themselves.”

Said David Duncan, VP Mini of the Americas, in a statement, “The Defy Labels Contest isn’t about rebellion, but rather creating your own path regardless of the labels you’ve been given.”

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The effort, which started Friday and runs through April 7, allows people to nominate candidates by uploading an image of them, and an encomium about them to MINI-DefyLabels.com. The automaker says online voting will narrow the field to 16 semifinalists. Then Mini will select the final four via an independent panel of judges.

The four finalists join the the Atlanta kickoff of the first leg of the journey. A second round of online voting will determine one grand-prize winner who will receive a two-year lease of a new Clubman.  

The “Defy Labels” campaign has celebrities, athletes and regular folks (Serena Williams, Abby Wambach, T-Pain, Randy Johnson, Tony Hawk, and Harvey Keitel, are among them) explaining how they and the brand can’t be defined by obvious labels.

After hitting the road in Atlanta on July 9, Mini Takes the States heads up the seaboard to Baltimore, then west along the lakes all the way to Sturgis, South Dakota, and down to Palm Springs, California, ideally by July 23.

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