Another so-called viral marketing campaign... yawn

We view marketing campaigns with a great degree of skepticism, although we found a couple of things to like in Mini's new Hammer and Coop Web series.

Promotional poster for Mini's Hammer and Coop.
Mini

We view marketing campaigns with a great degree of skepticism, although we found a couple of things to like in Mini's new Hammer and Coop Web series. Hammer and Coop is a series of short movies with elements of 1970s and 1980s action series that tracks the adventures of a guy named Hammer and his trusty ride Coop, a 2007 Mini Cooper S. First, and what we do best, the criticism: Mini's announcement of the new campaign repeatedly claims that Hammer and Coop is a viral video. I'm sorry, but videos only become viral once they've been e-mailed and otherwise sent around between a large number of people on the Internet. You can't just create a video, post it, and say it's viral. The episodes themselves seem a it schizo, with Hammer looking like a 1970s action guy while Coop emulates KITT, the artificially intelligent car of Knight Rider, a series from the 1980s. Then there's the car chase where a jacked up 4x4 corners as fast as a Mini. And the parts of the show that transparently show off the Mini's features.

There are a couple of things we found amusing. The first episode has an amusing argument between Hammer and Coop, with Hammer making fun of the car's cockney slang. And the videos are done as parody, very similar to the 2004 movie version of Starsky and Hutch.

We would really rather see Chrysler make a Web series that puts The A-Team in the company's new Town and Country minivan.

About the author

Wayne Cunningham reviews cars and writes about automotive technology for CNET. Prior to the Car Tech beat, he covered spyware, Web building technologies, and computer hardware. He began covering technology and the Web in 1994 as an editor of The Net magazine. He's also the author of "Vaporware," a novel that's available as a Nook e-book.

 

Join the discussion

Conversation powered by Livefyre

Show Comments Hide Comments