• April 3, 2012

When Mini Cooper first launched in the U.S. the BMW-owned company's marketing team garnered attention for the diminutive car by doing things like buying it a seat in the stands at a major sports event, and parking it there, and strapping it on top of an SUV. Now the automaker is taking the same approach to showing off the Mini Roadster, a rag-top, sports car version of the vehicle.  

The guerrilla effort plays on the idea of the car as a topless entertainer by putting it in the window of a corner store near the Kodak and Chinese Theatres, with the message "Live and Exotic Topless Thrills 24/7."

The Mini Roadster Peepshow Spectacular on Hollywood Blvd will be a 25-day long series of shows where passers-by are encouraged to take a “peep,” according to the company. The Mini Roadster Peepshow is in a high-traffic nightlife area with MyHouse, Teddy’s, Tropicana Bar, Mood LA, East Lounge, Supper Club, Roxbury and Rolling Stone LA within partying distance.

Each show will be triggered whenever a passing spectator presses one of the "peep" buttons on the display, rolling back a window blind and unveiling the Mini Roadster as it rotates slowly on a turntable, complete with a disco ball above, music and smoke. Adding authentic atmosphere to the Mini Roadster Peepshow Spectacular, colored neon lighting has been placed throughout the Peepshow to illuminate the Roadster in garish cabaret lighting.

The company says passers-by will be lured to the Roadster Peepshow by storefront signage with messages like “Bada Bing, Bada Boom”, “Open 24 Hours” and “Peep Here.”

Said Jim McDowell, VP Mini USA. “Our Peepshow reveal in this prime Los Angeles location sets the scene perfectly for our latest model which delivers more fun than one person can handle with its exhilarating ride and unlimited headroom.”