How MINI is Making Real, Authentic Pieces, Not Advertisements

Posted 2 years ago by Jeremy Walker

Lee Nadler

Watch Lee’s Interview

How MINI is Making Real, Authentic Pieces, Not Advertisements

MINIs are sexy cars. As Marketing Communications & Launch Manager, Lee Nadler knows he has to communicate with his audience with authenticity. Nice catch phrase, but what does this mean? MINI does not do focus groups, instead they go on the road with owners. Lee calls this “human data” and it allows MINI to make better marketing choices. Better choices can be seen through using VR for story telling and partnering with professional skater, Tony Hawk. Part of this authenticity is not going to Tony with scripts, and it’s paying off. Watch Lee’s video to find out how.