What started as a routine sales event for the new MINI Countryman became a PR stunt and charity auction that broke MINI sales records and raised hundreds of thousands of dollars for charity.
Teaming up with the rock gods, KISS, we created four unique MINI Countrymen painted in the band’s iconic make-up. Debuting at the NY Auto Show, the cars toured the nation’s dealerships over the following month. Finally landing on eBay, where they were auctioned off for charity. All the proceeds of the sales were donated to disaster relief efforts through the Red Cross.
My favorite part of the campaign came months afterwards when the cars made an appearance on Gene Simmon’s reality show “The Family Jewels.”