MINI Reaches Hispanic Audiences with Ride & Drive event in Miami

As Matlock expands its Hispanic Marketing Offerings and as MINI’s official multicultural agency of record the agency was tasked to help the luxury auto maker deepen its relationship with the Hispanic community. Matlock brokered a partnership between MINI and SBS (Spanish Broadcasting Stations) McGavren Guild to execute two events. The first was a Ride and Drive event at Smith and Wollensky in Miami October 29, 2011. Participants were treated to a delectable breakfast and lunch onsite at the event. Participants also had the opportunity to test drive the Countryman, the classic Hardtop, the Convertible and the brand new Coupe.

The SBS station, Romance, held a live broadcast onsite at the Ride and Drive. Participants also received tickets to the Copa con Romance concert that was held at the Miccosukee Resort and Gaming on November 3, 2011 featuring Tito Nieves, Nayer, and Elijah King. The concert was also sponsored by MINI.

Participants from the ride and drive, MINI owners and dealers received a VIP experience which included premiere seating, free drinks, and an opportunity to meet the artists.

For more information on Matlock’s Hispanic Audience Outreach  or the agency’s Experiential Marketing expertise call us at 404.872.3200