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It takes a special kind of automobile company to host a three-day festival for 30,000 enthusiasts, chock full of music and motoring. Unsurprisingly that special company is MINI and the event is the 2012 MINI United held from May 11th – 13th in Le Castellet, France.
MINI maniacs descended in throngs to the event site, with representatives from 50 different countries collecting together to shatter all previous MINI United attendance records. As should be expected, a great many of event participants arrived in their own MINIs; in fact, some made the pilgrimage from locations as far as Russia. MINI fans were rewarded for their devotion with a star-studded set list of live musical performances from legendary musician Iggy Pop, DJ Martin Solveig and German pop group The Ting Tings.
Of course, the event would not be worthy of the MINI name if it did not feature plenty of stimuli for the avid motoring enthusiasts who came to celebrate their autos. MINI fans were afforded the opportunity to take test drives with new MINI models, or take their own beloved MINI for a spirited run around the famous Circuit Paul Ricard. One of the coolest features of the event was the exclusive preview of MINI’s all-new John Cooper Works GP, said to be the fastest MINI ever created.
As usual, MINI’s hip, progressive approach to marketing and promotion has paid dividends, and will likely continue to for years to come.
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