Most MINI drivers are fanatics; that’s a simple truism. And now, MINI drivers can bask in their MINIness in yet another way. The brand now has a social navigation mobile application, MINI Motoring, opening new channels for MINI drivers to share their passion for motoring and the great roads they all enjoy.
The mobile app helps users discover the best roads in more than 50 countries, as well as rank, comment and share those roads via Facebook, email or other GPS devices. At the same time, customers who have financed their rides through MINI Financial Services can get exclusive access to game-ified features, like the ever-popular Making the Car Payment game. In doing so, customers can receive rewards by completing certain actions in the app or by utilizing various financial account services. For example, they can start earning points through posting new roads, commenting on other roads or signing up for electronic invoicing or paperless statements. The more points they receive, the more rewards drivers can unlock.
Don’t think you’re going to Las Vegas on the strength of your award points, though. Currently, the rewards are quality MINI images that can be used as backgrounds on phones or desktops, or shared with friends. Plans for future rewards include promotional items or other MINI-centric prizes.
“Something changes in a customer’s mind once there are rewards given for completing tasks,” says Pawan Murthy, general manager of online business for BMW Financial Services. “In some cases, the prize is worth the effort, and in others, the ability to ‘one-up’ your friend is all the motivation required. We want the app to be viewed by our MINI customers as pure entertainment, where the underlying benefits to our business are 100-percent transparent.”
