MINI / USA / 2025PR Stunts · Design & Packaging
Elloween.
For Halloween, MINI dressed one of its cars up as a Waymo robotaxi and sent a 'ghost car' around Los Angeles to poke fun at driverless travel.
- Brand
- MINI
- Market
- USA
- Region
- Global
- Year
- 2025
The idea
MINI costumed a car as a self-driving Waymo, backed by digital out-of-home and wild postings in San Francisco, Atlanta and Los Angeles, where robotaxis are common, plus posts on MINI USA's social channels. The message was that driving a MINI yourself beats being chauffeured by a ghost.
Case study source: Activation Ideas Source ↗
