Interview: BSSP's John Butler (Pt. 2) - Driving Digital Innovation for MINI

"Let's advertise to people who already own the car."

It sums up John Butler's unconventional approach to marketing MINI that I explore in my new book, THE ON-DEMAND BRAND (available everywhere books are sold).

In part two of this source interview, John Butler talks about how this mindset, combined with in-house digital expertise at Butler, Shine, Stern & Partners led to such innovations as billboards that use RFID technology to call out to MINI drivers by name.

The effort was part of the MINI "Covert" campaign that has helped MINI make a major splash in the world of automotive marketing. 

Here's more from a great interview that offers some outstanding insights on success in the digital age.

The On-Demand Brand Interview: John Butler (Pt. 2) - Driving Digital Innovation for MINI

(approx 5:34)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... REQUIRED READING FOR THE DIGITAL AGE ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives—including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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