Skip to main content

Cars and cameras come together in Mini and Nikon's new partnership

nikon mini marketing partnership countryman keymission 2018
Nikon and Mini have agreed to a new marketing partnership that will see the two companies work alongside one another to cross-promote their respective products.

In its press release, Nikon says the pair will create a collection of marketing material designed to showcase the immersive and visual capabilities of Nikon’s KeyMission camera series and the driving experience of Mini’s new adventure-oriented Countryman vehicle lineup.

Related Videos

Specifically, the plan is to create virtual reality experiences using Nikon’s KeyMission 360 cameras inside and outside Mini Countryman vehicles. Mini says the 4K drive-along experiences will be made available before Countryman vehicles even hit the showroom floor, giving consumers a preview of the subcompact crossover’s rugged capabilities.

KeyMission 360

“Using the KeyMission 360, Mini is able to bring new perspectives and immersive experiences to customers even before the cars are physically in the showrooms,” says Nikon. “On the other hand, KeyMission 360’s standout optical and imaging innovation is clearly demonstrated through the full 360-degree videos of the Mini Countryman.”

The end goal of the partnership is to create “unique and authentic experiences” for consumers of cameras and cars alike.

In addition to immersive video experiences, the marketing partnership will also include promotional exchanges across social media networks and even through in-store advertising material.

The partnership might appear to be an unlikely one, but with GoPro and Red Bull tightly intertwined with one another, it makes sense that Nikon is looking to make an impact of its own through cross-promotion.

2017 is Nikon’s 100th anniversary. Each day is a new opportunity for Nikon to show where it’s headed next. And if we can gather any insight from this collaboration, it seems as though Nikon has a solid interest in showcasing its VR capture capabilities.

Editors' Recommendations

New mirrorless camera suggests Nikon 1 series may be retired
Nikon 1 V3 with accessories

Nikon recently confirmed rumors that it is working on a new mirrorless camera system. No details have been released, but it sounds potentially more upmarket than the existing Nikon 1 series, which is based on the 1-inch-type sensor format typically used in high-end point-and-shoots rather than interchangeable lens cameras. While it is conceivable that Nikon could develop two mirrorless systems side-by-side, some new evidence suggests that the company may reduce its focus on the 1-series, if not kill it altogether.

German camera buying guide found that some current 1-series cameras were no longer available to order, including the flagship Nikon 1 V3 model, according to Digital Photography Review. The 1 V3 was announced back in 2014 and has yet to see a replacement. Retailer B&H lists the camera as special order only, with a curiously long expected availability of four to six weeks. Availability through Amazon is via third-party resellers only. The idea that the 1 V3, now three years old, is approaching its end of life comes as no surprise, but camera companies generally announce replacement models before current versions stop shipping, and Nikon has not done this.

Read more
Sleep on your car with this new ‘Mini Countryman’ roof tent
autohome roof tent mini designboom 02

Don't live out of your car -- live on top of it. A new partnership between BMW-owned Mini and the Italian company Autohome has yielded quite the result -- a roof tent that you can pitch on top of your Mini car.

This is nothing new for Autohome, which actually specializes in building rooftop habitats. Because why sleep on the ground when you can sleep ... five feet above ground? But what is notable about this new project is that it is being done in collaboration with the Mini Design Team. The special edition SirTop roof tent is meant specifically for use with the car, which means that you don't need to worry about special fit or bringing tools to install the sleeping space. Rather, you'll be able to set it up and take it down in a matter of minutes, basically with your bare hands.

Read more
Nikon wants you to ‘write’ a love letter to New York City, with your camera
nikon love letters n line campaign hero bg 0 copy

Who says love letters have to be written with a pen? Nikon on Monday launched its latest campaign, Love Letters From The N Line, which aims to inspire photographers to share their favorite shots of New York using the hashtag #NikonLoveNY.

The campaign urges photographers to rethink the traditional love letter by taking photos in the city that never sleeps. Photos and curated love letters will be shared in spots throughout the city, particularly along the N Line, the subway line whose logo happens to sport the same “N” and yellow-and-black coloring as Nikon’s logo. The N Line stops at four of the top 10 busiest stations, including Times Square, Union Square, Atlantic Avenue, and Coney Island.

Read more