BMW’s Storm Cooper: A Mini-Coup Rather than a PR Blunder?
Marketing Craftmanship
FEBRUARY 6, 2012
Stormy Weather for BMW? For a fee, Germany allows people or companies to sponsor the names of weather fronts. So last month, to promote the “wind and weatherproof” capabilities of its Mini Cooper line, BMW’s marketing agency purchased naming rights to a high pressure system that originated in Siberia. But the Cooper storm turned out to be far more than weather forecasters and BMW expected.
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