MINI

To position the MINI Aceman, Countryman, and Cabriolet as the must-have cars for young audiences in France, MINI is partnering with YKONE in a long-term, 5-year collaboration. The aim is to spark excitement around the brand by connecting it to authentic lifestyle moments, leveraging year-long creator collaborations, immersive events, and exclusive experiences that made MINI part of everyday adventures.

Throughout the year, YKONE produced a series of immersive experiences that brought MINI’s adventurous spirit to life. From countryside escapes at the Abbaye des Vaux de Cernay to themed dinners, Halloween-inspired getaways, and exclusive collaborations, each event created memorable and shareable moments. Creators also joined key brand experiences like MINI Island, Cinema Paradiso at the Musée du Louvre, and major music festivals such as Solidays, Les Ardentes, Lollapalooza, and Rock en Seine, generating authentic lifestyle content.

To extend MINI’s presence beyond events, YKONE acted as a luxury concierge for creators, managing a fleet of short-term loan cars throughout the year. From spontaneous getaways to Fashion Week appearances, creators enjoyed a fully-managed, premium experience that allowed them to live the MINI lifestyle and share authentic, aspirational content across Instagram and TikTok.

Influencers Booking & Casting, Campaign Management & Reporting, Event Production, Content Production

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