MINI Cooper Launches New Car, Makes a Night of It

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Another day, another random international artist makes for China to promote another brand.  This time, we have the unusual pairing of Gossip and Mini Cooper.

gossip sh

On the 21st November the Shanghai launch party for the 2014 MINI Cooper – which is going to be decked out with a choice of three driving modes, dynamic damper control, newly designed accelerator curve (improved friction for those donning slippers), and automated Sherpa-alert system (Chinese market only) – took place.

One insider on the scene told us the brand booked out the entire Waterhouse Hotel for the week, knocked out a glass walkway so the car could be driven through the venue and turned the top floor into the band’s dressing rooms. As for the band: Gossip were the pick of choice for the grand event, which makes sense seeing as they’re pretty hot stuff and probably use cars…

We heard the band’s sentiments toward the organisers weren’t all that positive, with frontwoman Beth being quoted as saying ‘ain’t no party like a Mini party, cos a Mini party is compulsory’. They took flight for Bilbao immediately after, which begs the question, why?  Cars continue to spend big in China (it’s a key territory for BMW), but the connection here seems tenuous.  The Gossip are an outspoken quasi-punk band, seemingly a poor fit for any brand.  Furthermore, they are not even that well known in China.  We have a brand investing big spend, and for what?  Another Shanghai party that will live short in the memory.

Gossip subjected to a little logo-slapping
Gossip subjected to a little logo-slapping
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