I know I want one

The Mini is perhaps the best example of terrific product marketing this year. In an industry that regularly resorts to making the exact same television advertisement as everyone else (a car driving quickly down a windy road with a popular 80's song playing in the background,) the Mini has stood out.

Every element of their campaign has been spectacular. The car was prominent in a blockbuster movie, demonstrating its agility and fun to millions of captive moviegoers. Their print advertising was unique, featuring cutouts you could fold into miniature...uh, Mini's. Their product is amazing, winning dozens of awards for its peformance and serving as a drive-by billboard for anyone who sees one.

Even their site is brilliant. They recently nabbed the Webby Business Award for their site. Here's what the judges said:

"MINI USA's site is unlike any other automotive resource on the Web. It exudes personality and - through animations and games - has an almost infectious spirit. But these elements don't get in the way of more goal-directed customers. The site is easy to navigate, whether you want to customize your MINI or find a local dealer. On the creative side, the site earns high points for visual design, interactivity, functionality and content. Strategically, the site reflects the MINI brand identity perfectly and raises the bottom line - they sold out year 1 inventory of 30,000 cars and actual sales have excedeed forecast by 25%."

These guys get it. Do you?