To promote a new series of web-based films about a new action hero, Hammer, and his "souped-up sidekick," Coop, Mini USA will be running cinema trailers from February 22 through March 23 in nearly 1,900 theaters nationwide, according to the company (via MediaBuyerPlanner).
The six web films will be released over the next month at www.hammerandcoop.com. Hammer & Coop will also have strong presences on YouTube, Second Life and MySpace. Since the car's launch in the U.S., the Mini has been known for its innovative and successful word-of-mouth campaigns.
Butler, Shine, Stern and Partners was the creative team behind the campaign. The Hammer & Coop films were shot with top actors, a world-famous director and professional stunt men, while the fashion layouts for the magazines were shot by fashion director Stan Williams.
The nationwide campaign will also include billboards that will be unveiled in Miami, Los Angeles and New York City, and movie posters, as well as branded products such as iron-on logos for T-shirts, vintage lunchboxes and gear inspired by the series.
A print element includes a Rolling Stone flip-issue due to hit newsstands in early March. The magazine's first-ever flip-issue will feature Hammer & Coop on both the back and front covers, in addition to 10 full-color pages within the magazine. The March issues of Maxim, Stuff, and Blender will feature Hammer & Coop in 8-page fashion spreads, and Premiere magazine has also created a faux cover for their March issue, including 5 pages of editorial coverage written and designed by magazine staff.
And, for the first time in the magazine's history, Men's Health will integrate the campaign into their highly-read monthly workout poster.