MINI Big Love Days was a two-day brand experience held at the Varano de’ Melegari racetrack in 2021, bringing together driving, lifestyle, food, music and the MINI community.
As the person responsible for MINI Italy’s Brand Communication team, I worked on the project from concept development to activations, partnerships and overall brand experience, alongside Black Mongoose, which organized and produced the event.
The first edition welcomed 1,700 participants and generated 1,200 test drives, paving the way for a second edition in 2022.