Abstract
Mini Cooper from its inception has quickly made its way on the automotive market. The first release was in 1961 and the Mini Cooper S in 1963 has propelled the brand to the top. What distinguishes this brand from others is this strong and loyal community that was created around this car. In 1969, the new movie "The Italian job" has enabled the brand to increase its notoriety and thus create a real mutually supportive community and to share experiences or simply to meet. The company wanted to put in place at the start "actions and events marketing" to create a strong relationship (client and business) and to ensure that customers could remain faithful despite competition. Mini realized that all the owners of the brand promulgated in stratospheric way and enabled during shutdown of its production to continually bring to life the brand through word of mouth and various community meeting (physical or by forum after creation of internet).
