1. Advance Strategy and Marketing for Sports
Organizations – Bernard COVA
Mini Cooper S Community - Ethnography
- 24/01/2011
DEMANGE Lucas
GEOFFROY Kevin
JOSEPH Lorick
OULE Antoine
SAINT-LOUBOUE Thibaut
2. Key Informant : Antoine OULE
Netnography : Lucas DEMANGE & Thibaut SAINT-LOUBOUE
Interviews : Kevin GEOFFROY
Wrap-up : Lorick JOSEPH
Evidences of the brand strategy
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3. BRAND
INTERVIEWS
• Network • Rituals STRATEGY
• Members • Hijack • Identity
• Inside the Tribe • Authencity • Target Groups
• Communication
• 2 Pillars
NETNOGRAPHY CONCEPTS
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4. http://minicoopers.superforum.fr/
Mini Cooper S Specialized Forums (2663 members)
http://www.mini2.com/
( 215 000 posts)
– Mini cooper S users
– Exchange about their cars, news
– Organization of mini meetings during week-ends or holidays
– Election of the picture of the month
– Regulation by rules
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5. Most active topics
− Technical issues and specificities
− Classifieds
− Photos and members introduction
− Meeting / people gathering (events,…)
− Picture of the month
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7. Exemple of Meeting / people gathering
« Bonjour tout le monde,
Cela faisait longtemps que le petit meeting du vendredi soir sur un
parking de Metz n'avait pas eu lieu, et l'ADMT, ou plutot le groupe
de potes qui compose cette joyeuse équipe de fou du volant a
décidé de remédier à cela!
Tous le monde est bien entendu bien venu... »
• Exemple of topic : http://www.minimoving.info
« Je me permets de créer ce post, car où va notre club ?
Nous avons parlé lors des derniers rassemblements, de la mise en place de réunions, mais je ne vois rien venir
Il est difficile de donner une dynamique s'il n'y a pas d'objectifs
Je parle beaucoup du club autour de moi, et je sens les gens motivés pour venir à notre rencontre.
Aujourd'hui je me sens bridé,(exemple pour organiser des rassemblements ou autres)
Je ne sais pas si une réunion suffirait. Avec tous les moyens de communication existants, je trouve cela dommage
d'en arriver là.
Je suis pret à suivre notre club donc +1 pour moi
merci et vive la mini »
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8. Forums auto – Mini Cooper S topics
Active topics
− Technical issues and specificities
− Product comparisons
− Caracteristics
− Classifieds
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12. Structure of interviews
What type of driver is involved in the tribe ?
Why are they passionate about the Cooper S ?
What are they looking for in the community ?
The relation between MINI and the Tribe
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13. • Interviews of more than 10 MEMBERS :
- MINI COOPER CLUB
- MINI COOPER S FORUM
• Why did they choose a MINI Cooper S ?
> LOOK / PERSONALISATION
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14. • Why did they choose a MINI Cooper S ?
> MINI HISTORY
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15. • Why did they choose a MINI Cooper S ?
> SPORT ENGINE (200 HP)
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16. • Why did they choose a MINI Cooper S ?
> THE COMMUNITY
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17. • Why did they become passionate about the Cooper S ?
> KEY FACTOR : BMW & MINI
> THE MINI COOPER S Spirit
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18. • Why did they become passionate about the Cooper S ?
> 2 DIFFERENT APPROACHES
> PRIDE IN DRIVE
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19. • What are they looking for in the community ?
> EXCHANGES
> SHARE THE SAME PASSION
> ONE MEMBER / ONE MINI (FORUM)
> MEETINGS and TOURS
> PARIS RITE : EACH FRIDAY
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20. • The relation between MINI and the tribe
> HARD TO DEFINE
> MARKETING & MASS COMMUNICATION
> PASSION VS FASHION
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21. • The relation between MINI and the tribe
> MINI UNITED 2012
> MINI WRC & DAKAR
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22. Artefacts : Mini Cooper S / Mini merchandising (clothes, …)
Rituals
− Modification / maintenance of the car – Cyclical ritual
− Introduction of new members on websites and forums – Initiation ritual
− Exchange on forums (technical, questions, photos) – Cyclical ritual
− Drive for the pleasure (road, circuit) – Cyclical ritual
− Gathering with the close community – Occasional ritual
− Gathering on events organized by the community or Mini (Mini United,…) – Calendar ritual
− Greet the community (flash lights,…) – Occasional ritual
Language of the « Cooper S Minists »
− Technical language – strong knowledge about mechanics and specificities of the car. The members discuss about the
technical aspects on forums, events, etc.
« Eltel » on a Mini Cooper S forum about Sunday rituals
« I get up at 5am, shower and have a small brekkie, then hit the road at 5.30am and drive like a madman for 1
hour around the fantastic hills out to the east of Melbourne. No traffic, no cops and beautiful sunrises […..]
Doesn’t get better than this. »
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23. Natural :
– Re-issue of a legendary car
Original :
– Mini Cooper S : first of its kind, no imitation
– Ability to customize it as you want. Each car is different, unique
Exceptional :
– The Cooper S is much more than a car for the customers
– People who own one have a real emotional attachment
Mini Cooper S = freedom, escape, emotion, performance
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25. Core of customers
• Middle / Upper Class
• Modern / Post-modern : subjectivism
Post-modern trendsetters : individualistic people who are style-conscious, creative and curious
To maintain car brand focus on male
Mini Cooper S - Buyers
• Young : 18 – 35 years old
• Female
• Urban
Community
• 30 – 40 years old
• Male
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26. PMTS MINI
Cosmopolitan Urbanity / Culture MINI International
Travel Sponsorships
Youthful/Active Nightlife MINI Lounge Madrid
Clubbing/Music MINI DJ at events
Creative Design / Architecture / Arts ITS Photo Award
Proactive
Sportive
(Inter-)Active Lifestyle MINI United
Experimental
MINI Internet Community
Communicative
Modern
Fashion MINI Collection
Individualistic
Co-operations : Diesel
Originaiity
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28. CONQUEST LOYALIZATION
Mini Space Mini United
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29. Advance Strategy and Marketing for Sports
Organizations – Bernard COVA
Mini Cooper S Community - Ethnography
THANK YOU FOR ATTENTION !
- 24/12/2011
DEMANGE Lucas
GEOFFROY Kevin
JOSEPH Lorick
OULE Antoine
SAINT-LOUBOUE Thibaut