The luck of the pig roast - Elvis lives

Automobil Jung von Matt/Limmat uses digital chain letters to call for test drives in a Mini. An unusual car also calls for unconventional ideas in advertising. "Is it love?" - with this slogan, the new era of the Mini began in 2001, when the English brand moved under the wing of BMW. Soon after, the new Mini was advertised with a sensational "Mission Mini." TV teams and media people from all over the world set off from Barcelona on a media-effective "scavenger hunt" with over 100 Mini in the colors of the participating countries. Now, the second generation of the popular small car has been available since November 2006. This time under the motto "Incredibly Mini. The new Mini. While the design has only been moderately updated, the engines in particular are new and more economical. The result: driving pleasure that is best tested in a test drive. After all, "60 percent of all potential buyers who test drive a Mini actually buy it," says Adrian Riesen at Mini Switzerland.
Voices from the InternetFor the call to test drive, Jung von Matt/Limmat has now developed digital chain letters. These have been sent to the recipients of the mini-newsletter. The letters contain very oblique texts, which are naturally intended to entice viral forwarding. To emphasize the anonymity of the medium, JvM had the texts spoken by computer voices from the Internet. A special viral effect: An "e-mail to 50 friends" function gives the recipient the opportunity to forward the letter to dozens of acquaintances with just one click.
The chain letters "Glück und Schweinebraten" (Happiness and roast pork) or "Elvis lebt" (Elvis lives) are also visible and audible on www.50-freunde.ch and partially on the radio.
Andreas Panzeri