2014 Collegiate Effie Award Winner
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Transcript of 2014 Collegiate Effie Award Winner
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MILE MINI THE
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WORKS HOW IT
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ROUND 1
Choose five initial rival schools within a region: – i.e. Stanford, UC Berkeley, UCLA, USC, UCSD
Students will have the opportunity to race against friends, enemies, rival schools, and, of course, the clock. Each school will be given two MINI cars with simulators built into the drivers’ seats.
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The top 50 drivers as well as the top 50 social media influencers will have the opportunity to test drive real MINIs (no simulators) on campus through the pre-established miles ahead program.
From NUVI (social media analytics monitor)
ROUND 2
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TOP 25 GET A PASS TO BOOTCAMP
ROUND 3
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DETAILS THE
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$125k/ track * 5 – Steve Meyers, Executive Producer/EVP at iRacing
$1.2k / Simulator * 10 $200 / Cameras (selfies/footage) * 10 $400 / iPad mini (sign in) * 10 $2.7k / 4k Ultra HD TV * 10 $2.5k / Tents * 5 $1k / 2 Employees * 5
$5K $13.7K
$27K
$4K
$2K
$12K
$625K
TOTAL = $688.7K
SIMULATORS
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Top of line technology Still get to experience the MINI interior Builds excitement for the next steps
SIM VS. REALITY
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VIRTUAL FAVOR PACKAGE
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COSTS OVERALL
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Simulators On-campus Outdoor Facebook Landing/Mobile Site Prizes – Miles Ahead Test Drives (500) – Ind. Motor Speedway (25)
Honorarium (5 schools)
$688.7K $3.5K
$5K $50K $125K ($80K)
($45K) $100K
TOTAL=$972.2K
BUDGET
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79%
0% 1%
6%
9%
5%
Simulators
On-campus Banners
Facebook Ads
Landing Sites
Miles Ahead
Indianapolis Motor Speedway
BREAKDOWN
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OUTCOMES THE
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GAMIFICATION THEORY
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Real Competition Realistic Timeline/Evolution of Idea Incentivize - Real Rewards
HOW TO ‘GAMIFY’
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7-10K
INSTA 560- 800K
jeffbullas.com
SOCIAL KPI’S
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PERCEPTUAL/ATTITUDINAL : 70% of participants positively mention MINI in a social media interaction within one week of their experience. BEHAVIORAL : 5% increase in MINI test-drives by members of the target market. BUSINESS : .75% increase in MINI sales annually nationwide.
– 6.3% in specified DMA
FINAL KPI’S