Car Shoppers in 2 Cities Can ‘Tweet to Test Drive’ a Mini Countryman

Twitter teamed up with the automaker and experiential technology platform Fooji

"Tweet to Test Drive" is available exclusively in San Francisco and Los Angeles through Nov. 30 Twitter
Headshot of David Cohen

Mini USA teamed up with Twitter on an initiative that enables car shoppers to arrange for test drives via the social network.

The program is available exclusively in San Francisco and Los Angeles through Nov. 30.

Car shoppers who are interested in test-driving a new Mini Countryman or Mini Countryman plug-in hybrid can tweet #MINIonDemand to @MINIUSA, after which they will receive a link to sign up for a free test-drive delivery.

Once the form is completed with information on where and when the test drive will occur, a representative from the automaker will deliver the car to the potential customer’s home or office during the scheduled time slot for a 30-minute test drive.

Experiential technology platform Fooji is helping to facilitate those automobile deliveries.

Twitter managing director of technology, auto and telecommunications Rob Pietsch said in a release announcing the partnership, “Every day, consumers tweet about brands they are passionate about, and we are thrilled to see how Mini is responding with a new program like ‘Tweet to Test Drive.’ This type of creative execution is powerful not only in driving conversation among influential consumers, but it also brings the dealership straight to their front door in an incredibly innovative way.”

Mini brand communications department head Patrick McKenna added, “This collaboration allows us to use innovative technology and the power of Twitter to simplify the test-drive experience for car shoppers by offering quick and convenient test drives. We understand that today’s consumer expects a smooth and easy retail experience, and we’re hoping to deliver that experience right to their door.” David Cohen is editor of Adweek's Social Pro Daily.