MINI Tells Other Car Brands To Chill

How does MINI USA cut through the clutter, and really connect with consumers? “We’re just not that serious,” according to Tom Salkowsky, Department Head for MINI Marketing at MINI USA. For the most part, “car companies are just so goddamn serious,” he told attendees of OMMA Video on Thursday. That meant letting Tony Hawk skate around with -- and ollie over -- the new MINI Cooper hardtop to promote its U.S. launch. That also meant letting drivers use their imaginations to dream up their very own “final test” test drives, all of which you can check out here. At the end of the day, "It was a very simple thought," Salkowsky said of the test drive concept.

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