2016 Mini Cooper Clubman Basks in Super Bowl Advertising Afterglow | Edmunds

2016 Mini Cooper Clubman Basks in Super Bowl Advertising Afterglow


SANTA MONICA, California — The Mini brand and the 2016 Mini Cooper Clubman hatchback are the long-term winners over other makes and models that advertised during Super Bowl 50, according to a new Edmunds.com analysis.

The analysis looked at Edmunds' site traffic one week after the event. Mini turned in the highest sustained lifts for its overall brand at +27 percent, while the Mini Cooper Clubman tallied an impressive +69 percent lift.

Mini's "Defy Labels" Super Bowl commercial resonated with car shoppers. It is based on the premise that "everyone and everything is labeled but how you handle those labels is what matters," Mini said.

The advertisement has "defiance at its core" and "inspires people to shed labels," the brand said.

Following Mini in the Super Bowl rankings are the 2017 Honda Ridgeline pickup truck, which came 2nd in the model category with a +64 percent lift a week after the game, and the 2016 Toyota Prius hybrid, which took the 3rd spot in the model category with a +48 percent lift.

Following the Prius was the 2016 Buick Cascada convertible with a +25 percent lift.

Occupying the middle rungs of the analysis are the 2016 Kia Optima sedan, 2017 Audi R8 coupe, 2017 Hyundai Elantra sedan and 2016 Chevrolet Volt plug-in hybrid.

The 2016 Hyundai Genesis, 2016 Mercedes-Benz GLC-Class SUV and 2016 Fiat 500X SUV were at the bottom of the pile.

In terms of make, Kia came in 2nd place with a +16 percent lift a week after the game, followed by Hyundai with a +9 percent lift. Toyota and Fiat tallied a +3 percent lift.

Just hours after the game, the 2017 Acura NSX coupe and the Cascada were the advertised models during Super Bowl 50 with the highest traffic lifts, an Edmunds.com analysis found.

"When you're investing millions of dollars in Super Bowl advertising, it's important to make an immediate splash, but the main goal is to sustain that interest in your brand for as long as possible," said Jessica Caldwell, Edmunds.com director of industry analysis.

She added: "These week-after results show that some vehicles truly made a lasting impact on their audiences. The Mini Cooper Clubman's surging popularity is especially telling given that small cars have struggled in the market of late. And Honda will be excited to see the results that its Ridgeline ad delivered as it tries to claim more ground in a truck market dominated by Ford, Chevy and Ram."

Edmunds says: Kudos to Mini, which ends up as a mighty advertising presence during Super Bowl 50.

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