Effective marketing is all about being remarkable. The new Mini Cooper campaign in Amsterdam is a good reminder of the golden rule: you create brand value when both your product and your campaign are being talked about.
1. Lean into the frame (hijack existing attention capital, in this case the street public);
2. Be disruptive (not necessarily provocative or intrusive). In other words: challenge people's routine by introducing an element of surprise;
3. Highlight your core brand attributes (in this case, and overall in the "age of micro," this actually and literally means making them "smaller than life");
4. Make sure you make content readily available that lets people "socialize" the campaign event (photos, videos, etc.);
6. But don't confuse that content with the actual campaign event. The best campaigns take place in the real world at a distinct location and time; they become viral simply through the social distribution of artifacts documenting this event.