Looking like to took inspiration from it’s parent company BMW and the characters in the Beasty Boys “Sabotage” music video, Mini USA has launched a multi-channel campaign that follows the adventures of a character named Hammer and his a Brit-speaking Mini sidekick named Coop.
The campaign first broke in a teaser movie trailer that appeared to be promoting the “Hammer & Coop” action film which was shown in 1,000 theaters earlier this month and will expand to 1,900 theaters through March. The centerpiece of the campaign is a series of short online films directed by Todd Phillips of “Old School” fame but is also using various nontraditional media like 15-second video-on-demand spots for mobile handsets, “Find Coop” contests in Second Life, a “Hammer & Coop” MySpace page, iPod video downloads and a red-carpet movie-premier-type event in here in New York at Union Square.
HammerAndCoop.com features the short films, and action name generator and a few standard extras like wallpapers and screensavers. Right now only two of the short films have been posted to the site but they are there are funny though clearly male centric. It will be interesting to see how the films progress and if it catches on with the broader public.