A Big Stage for a "MINI" Icon
MINI revved up its first major project with Kubik at Rogers Stadium during Coldplay’s 2025 concert series. Tasked with creating an eye-catching sponsorship activation that captured new audiences while staying true to MINI’s playful personality, the brand challenged us to blend lifestyle storytelling with lead-generation opportunities. The result was a high-energy, fully outdoor-rated activation that entertained, engaged, and delivered on sustainability.
Challenge
MINI wanted more than a static display — they wanted to create an experience that aligned with music culture, sustainability, and the MINI lifestyle. With only four days to build, strict outdoor engineering requirements, and specific venue protocols, the activation needed to be bold, durable, and unmistakably MINI.
Our Approach
Press Play on MINI
A vinyl record wall invited guests to “Press Play on your MINI journey.” Each genre-linked album cover held a QR code that delivered a personalized digital mixtape, creating a fun keepsake while capturing hand-raiser data.
The MINI Phone Booth
A fully engineered, weatherproof British-style phone booth — complete with LED screen — played MINI lifestyle shorts and doubled as the contest hub. Guests could “call in” for a chance to win prizes, guided by MINI brand ambassadors.
The MINI Pit Stop
To refresh concert-goers, the Pit Stop offered misting sprays — a lighthearted nod to the idea of recharging, aligning MINI’s spirit of fun with audience needs in the summer heat.
Photo Moments & Community
Guests snapped photos with the booth and model cars, while MINIacs (existing MINI owners) received premium giveaways, strengthening the brand’s loyalty connection.
Results
- First major activation under MINI’s new partnership with Kubik
- Seamless execution under tight timelines: 4 days from sign-off to fabrication
- Fully engineered to withstand 45 mph winds and outdoor conditions with over 3,000 lbs of ballast
- Strong social sharing and buzz created by the authentic music tie-ins (vinyl wall & mixtape giveaway)
- Positive client feedback and audience response — proof that MINI’s premium yet cheeky tone resonates with new demographics
Key Story Elements
- Playful, music-driven storytelling tied to the MINI lifestyle
- Multi-sensory brand engagement (sight, sound, touch, refresh)
- Sustainable, durable design for an outdoor-first activation
- Data-driven lead generation through interactive digital touchpoints
- Strengthened MINI community by recognizing and rewarding loyal owners