Can’t find a cab in New York City, this week? As a more adventurous alternative, Mini Cooper will be chauffeuring city dwellers around in brand new Mini Pacemans -- and taking them to some of the city’s hottest spots.
The two-day event caps off a four-city tour through Chicago, San Francisco, Miami, and now the Big Apple, and is part of a larger promotional effort orchestrated by the luxury lifestyle specialists at UrbanDaddy.
“It’s a pretty badass program that's never been done before,” said Lance Broumand, founder and CEO of UrbanDaddy. “Chauffeur and concierge rolled into one with a program that spans media, digital, [and] live event … the convergence of a bunch of different platforms that UD has been trying to put together for years.”
As part of the Mini Night Out campaign, those lucky enough to reserve rides can count on being taken to exclusive events and locations curated by UrbanDaddy editors.
For the effort, UrbanDaddy also built a dedicated microsite (www.MININightOut.com) featuring the chauffeur service, and how much fun people are having riding around town in a new Paceman.
The effort is part of Mini’s "Not Normal" initiative, which was developed by Butler Shine, Stern & Partners to help the BMW Group differentiate the Mini from a growing number of stylish (and tiny) rivals.
The “Night Out” events are designed to align Mini with the nightlife lifestyle by delivering guests to city hot spots, as well as giving them exclusive VEP access courtesy of MINI Cooper. In New York City, this week, selected riders can expect to make appearances at PH-D, Lil Charlie's or Le Baron.