Mini is continuing its "not normal" campaign from Butler, Shine, Stern & Partners as it seeks to stand out in an increasingly crowded market of small and fuel-efficient vehicles. The campaign began with lampposts that resemble upside-down Minis at Austin, Texas' annual South by Southwest festival, part of a series of less-expensive stunts and experiential efforts designed to build buzz. "We do things differently. We're a little quirky. We lean into that," said Mini marketing chief Tom Salkowsky.

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