April is approaching so it must be the season for marketing involving sakura (cherry blossom). We already reported this week about the desktop sakura tree and now we hear about a big, fun automobile campaign .
Mini is currently promoting the debut of its Japan-only original vehicle, the Mini Meets Sakura Edition Nippon, through decidedly cute and girly motifs. The “Spring has come! project” (ハル ガ キタ プロジェクト) involves giveaways, blog parts, and, er, a term of cheerleaders.
Users who answer Mini’s online survey get a chance to win cameras, digital goods and wallpapers, and even accessories (pink, of course!) for their Mini. There are also city “happenings” on Saturdays in which the teams of girls race around in the car and cause cute mayhem. The Tokyo event earlier this month (below) looks like it was a lot of fun.
Although the first one was in the capital, the cheerleaders are actually going to do the rest of the events in parallel with the blossom, i.e. starting in Kyushu and working their way north at one-week intervals. As the cherries fill with pink, the girls will apparently take their “support” (応援, ouen) up through the different regions of Japan. If you don’t get a chance to catch them you can instead just put your name into the blog parts below and get a personal boost from the whole team!
[Via Kokoku Kaigi.]
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