To Top

MINI Hammer & Coop

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. 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.

You must be logged in to post a comment Login

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

More in Integrated advertising

  • My weekly inspirations: October 22, 2012

    Here are the things that I think are worth reading and checking out this week: Pocket launches new Mac app for...

    Stephen GatesOctober 26, 2012
  • Lexus + print ad + iPad = CinePrint

    Lexus ran an ad in the October 15th issue of Sports Illustrated and I thought this was another interesting take on the intersection between...

    Stephen GatesOctober 10, 2012
  • Volkswagen Print Ad Test Drive

    In what is probably the best combination of print advertising and mobile technology I have ever seen Volkswagen has launched a...

    Stephen GatesMarch 14, 2011