MINI – Activation Concept Event Partnership Red Bull X Fighters World Series


Activation Concept Event Partnership Red Bull X Fighters World Series

International lead for the conception of the brand identity for the partnership with the largest freestyle motocross series in the world.

The aim was to strengthen the sub-brand MINI John Cooper Works with existing and new target groups and to generate leads and test drives. In addition to a very good on-site visibility, communication occasions should also be provided in advance in the host city, which would spread generically and contribute to the brand. The national sales companies were provided with various tools for activating the partnership and generating leads.

The activation concept was developed around the thematic partner visual “Hart Attack”/”Heart Attack”. The play on words is a homage to a trick by FMX legend Carey Hart and served as a hanger for the entire pre-event and on-site activation for all events in the series – from OoH motifs to branding to premium give-aways, from Dubai to Madrid to Sydney.

For the “home game” in Munich, eye-catching ramp installations were installed in front of the MINI branch and in the Olympic Park for pre-event activation, and a MINI John Cooper Works with an X Fighter doll on the roof was driven to the city’s hot spots. The MINI Facebook page provided tips on the vehicle’s current whereabouts and quick users were able to secure free tickets stuck to the windows.

In the Olympic Stadium, the unconventional MINI branding, such as a fibreglass MINI on the light mast or the “Best seats in the house”, which were raffled off via a radio cooperation, attracted particular attention.


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