Porsche has declined taking part in the challenge, and now MINI is trying to start a petition to get Porsche to change their minds.
It seems that Porsche is taking the high road, which makes sense based on some of your comments. But that’s it. Kinda boring. In order to make magic, you gotta take risks. It would have been nice to see Porsche do something really cool with this…
Porsche’s Response (Via: Amir Jaffari):
The Head of Mini (U.S.) has challenged Porsche to a race. I love this concept because it makes Mini look ballsy, and I think that’s their biggest issue as a brand- cute but not all that ballsy. This concept works out really well for them because nobody actually expects them to win, but everyone loves an underdog. By bringing Porsche into this, they’re gonna get awesome publicity no matter what happens.
It’s great to see that Mini has implemented an integrated communication strategy, including facebook, NYT, etc. This way they’re hitting all different target audiences and making sure that everyone knows about it. As well, it puts more pressure on Porsche to get involved. And it worked, as Porsche has accepted.
Interested to see how the brands will handle the actual race. This is kind of similar to the billboard rivalry between BMW and Audi, which was spun in a way to get fans involved. Hoping to see some of that here, as well. Looking forward to seeing what happens!