MINI and KISS Team Up to Launch New Campaign

MINI USA and the iconic rock band KISS have teamed together to headline the “MINI Rocks the Rivals” competitive test drive tour in the U.S.. The collaboration will help raise funds for UNICEF to aid children in Japan.

Plans for the partnership were announced at the New York Auto Show with the unveiling of four custom-painted MINI Countryman vehicles designed to resemble the famous painted faces of each KISS member. The MINIs will be autographed by the band and auctioned during a Father’s Day auction on Ebay beginning May 29th. All auction proceeds will be donated to UNICEF.

The custom KISS Countrymans are sure to fetch a hefty sum, but MINI-driving members of KISS Army have no need to fret. Authorized MINI dealerships will be selling vehicle wraps with the special KISS designs, offering MINI customers yet another way to add a personal touch to their vehicles. Like the Father’s Day auction, KISS vehicle-wrap sales proceeds will be donated to UNICEF.

“Our hearts go out to the people of Japan in this time of great tragedy. We wanted to help and also to provide a real way for the KISS Army to get involved,” said Gene Simmons of KISS. “UNICEF raises money to help children who are still coping with the effects of these disasters, and also supports other very important emergency relief efforts around the world. Join the KISS Army in giving.”

MINI is hoping the New York Autoshow buzz foreshadows a successful future for the “MINI Rocks the Rivals” tour. As part of the campaign, MINI will be traveling from city to city offering test drives of the Countryman and 3 of its closest competitors. Each tour stop will feature a KISS-themed venue including music and artwork from the legendary rock ensemble.