Mint Challenge

1. cars on demand
A New Digital & Social Platform
For The Mint Business Traveler

2. Key Objective & Segment Insight
Key Objective
Mint wants to attract and connect with the business traveler seg-
ment offline and online and separate itself from competitors.
Key Insight
Business travelers who are most likely to sign up for car sharing
services in NYC are of a demographic that cares about the envi-
ronment and enjoys expressing that ideal.
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3. What is Blocking Mint's Road to Success
Within this Segment?
Currently, the Mint brand is attempting to engage several dif-
ferent audiences, but is not connecting with the modern busi-
ness traveler segment in a way that makes them feel that the
brand's values are aligned with their own.
And so we came up with...
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4. The “Get Green & Go” Creative Platform
Mint should be a source for inspirational, entertaining and
reward-based programs that speak to the segment of busi-
ness travelers who care about the environment.
The "Get Green & Go" concept speaks to the nature of the
business person as a competitive, driven individual, as well
as Mint’s brand philosophy of on-demand service, fuel effi-
ciency and conservation.
We can bring the concept to life and connect with the con-
sumer through...
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5. “Get Green & Go” Social Reward Ideations & Tactics
Mint can create general enthusiasm for its "Get Green & Go" platform with social
reward promotions:
“Nominate a Green Friend”
A Facebook promotion where fans nominate their top 5 most Green-centric friends on Fa-
cebook and receive a discount on a Mint Business membership.
Online Driver: Mint Blog, newsletter, social networks, Facebook ads, business and "Green" blog banners/outreach
Offline Driver: Stickers and flyers at popular organic lunch spots
Tactical Intent: Increase Facebook likes, memberships
“Green Business Tip of the Day Contest”
Offer free business memberships to selected followers who re-tweet Mint's “Green business
tip of the day” on Twitter.
Online Driver: Mint Blog, newsletter, social networks, promoted tweets, business and "Green" blog banners/outreach
Tactical Intent: Increase Twitter followers, memberships
“Fresh & Healthy Deals”
Team up with organic restaurants in NYC to offer check-in discounts to Mint business mem-
bers who can earn location points and Green-themed badges.
Online Driver: Mint Blog, newsletter, social networks, business and "Green" blog banners/outreach
Offline Driver: Stickers and flyers at participating locations
Tactical Intent: Increase word-of-mouth, memberships
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6. “Get Green & Go” Digital Content Ideations & Tactics
As initial awareness and enthusiasm grows, digital content creation helps to sustain
engagement:
“Fresh Perspectives”
A short-documentary video series directed by up-and-coming filmmakers and featuring
Green entrepreneurs discussing their keys to success.
Online Driver: Mint Blog, newsletter, social networks, in-video ads, iAds, business/"Green"/film blog banners/outreach
Offline Driver: Movie posters created by artists w/ QR codes linking to the "Get Green & Go" YouTube channel
Tactical Intent: Increase word-of-mouth, brand affinity
“Travel Stories”
A series of videos each featuring two different types of Green businesses owners discussing
potentially humorous traveling experiences as they drive together around NYC in a Mint car.
Online Driver: Mint Blog, Newsletter, Social networks, in-video ads, iAds, business and "Green" blog banners/outreach
Tactical Intent: Increase word-of-mouth, brand affinity
“Get Green and Go Mobile”
A Mint mobile app that features instant Mint car reservations and payment services, an easy
to use schedule builder, augmented reality function that displays Green-friendly destina-
tions and recommendations.
Online Driver: Mint Blog, newsletter, social networks, iAds
Tactical Intent: Increase word-of-mouth, brand affinity
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7. “Get Green & Go” Social/Experiential Ideations & Tactics
Social and experiential initiatives can further engagement and generate emotional connections:
“Green For Good”
A Facebook application where users can sign up their company for a Mint Business Plan and
a portion of their payment goes to a Green charity of their choice if they pledge to do one
Green task every day for a week.
Online Driver: Mint Blog, newsletter, social networks, Facebook Ads, banners on business and "Green" blogs
Tactical Intent: Increase word-of-mouth, brand loyalty
“Green Innovation Talks”
Free (for Mint Business members) lecture/networking event in NYC featuring innovative,
Green business leaders discussing their philosophies. The event would be streamed on
LiveStream where the business community could chat about the event in real time.
Online Driver: Mint Blog, newsletter, social networks, banners on LinkedIn, Meetup group creation
Tactical Intent: Increase word-of-mouth, brand loyalty
“Get Green & Go Race”
A simple, yet engaging social game housed on Mint's Facebook Page where fans can race
each other in Mint cars on various levels of driving courses, while answering trivia about
Green Technology for points. Top scorers are entered to win prize-packs from Mint.
Online Driver: Mint Blog, newsletter, social networks, interactive gaming ads on gaming, business and "Green" blogs
Offline Driver: Digital billboard game, controlled with the user's mobile device
Tactical Intent: Increase word-of-mouth, brand loyalty
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8. In closing, the “Get Green & Go” platform, with its engaging digital
and social components, will enable Mint to connect with the right
customers, while distinguishing itself from the competition.
Thank You.