MINI.NEWS

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Munich. The MINI brand is expanding both its model range as well as the range of channels on which the British premium car manufacturer communicates with the public. Parallel to the publication of the first specifications and facts, images and videos on the new MINI Countryman, a new Instagram channel is also being launched. At www.instagram.com/mini.news MINI global media communication will be posting the latest news. The open account on the social media platform will feature amazing pictures, exciting videos and information about models, events, design, lifestyle, art, sports and a great deal more. Subscribers to the new Instagram channel will be able to experience MINI from different perspectives, close-up and highly up-to-date.

The lively communication style on Instagram is a result of the fast dissemination of things worth seeing and the immediate response by the public. The social media platform founded in 2010 has more than 500 million users.

At the same time MINI is continuing to digitalise the brand by employing a new form of product press communication on its traditional channel, the BMW Group PressClubhttps://www.press.bmwgroup.com. Text, photos and videos used to be presented separately. Now they are coming together. Spoken text and visual presentations are blended to form a whole which makes it considerably easier for the user to understand and picture what is being explained. For example if the topic of design is being discussed, exactly the right pictures appear in context. If the light technology or innovative controls of a new model are being described in text form, an explanatory photo or video helps visualise the topic.

"A brand like MINI, which establishes trends and innovative strategies like no other, keeps setting standards time and again. By communicating digitally we are supporting the work of the media and are offering additional contents for online journalists oriented towards fast reporting," says Alexander Bilgeri, responsible for overall product, technology and sports communication within BMW Group Corporate Communications.

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