MINI's dystopian AI-powered marketing campaign 🚗

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AI Marketing School Newsletter #40

MINI launches dystopian AI-powered marketing campaign

MINI has just launched a new AI-powered marketing campaign dubbed "Trust Your Inner MINI-Logue" to promote its new MINI Electric.

Here’s how it works.

1. Head to MINI US’s site

2. Scan your face

3. Record yourself saying the following sentence: “Okay me, why should I be getting the Mini Electric? Sure it looks good, but what else does it have going for it?”

Then, watch an AI version of you delve into the car’s benefits.

So what was the thinking behind this campaign?

"Better than any car salesman or dealership, the most persuasive voice in a car buying journey is inside the customer’s own head," states MINI’s press release.

"To juxtapose the often serious and practical mindset that comes with purchasing a new vehicle, the 'Trust Your Inner Mini-Logue' campaign aims to cater to that fun-loving, thrill-seeking and self-indulgent voice that lives in all of us."

Check out a version I made earlier by clicking the image below. (Full disclaimer: It’s pretty creepy.)

Why should marketers care?

• While some think this campaign is a dystopian capitalist nightmare “straight out of Black Mirror”, it’s certainly caught the headlines. And isn’t that the point of marketing?
  
  

• The combination of AI and personalization make this a fantastic top of funnel (TOFU) marketing strategy. Yes it’s gimmicky, but it’s also irresistible to test out for yourself.

• I’m not going to buy a MINI EV because an AI-generated me said I should. However, I will visit their website, remember that MINIs are pretty cool, talk about the campaign to others, and be retargeted by their ads.

• Think about how you can use AI to deliver personalized, one-to-one marketing campaigns at scale to consumers. It doesn't have to be super fancy—just think about how you can pique their interest enough to visit your site and engage with your AI campaign.

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Localize your video marketing content with AI

Most companies have a bank of video marketing content at their disposal: webinars, advertising campaigns, YouTube videos, interviews with happy customers, etc.

The problem? It’s traditionally been hard to localize video transcripts for a global customer base.

Until now.

Prady recently shared a simple method that allows you to translate your video audio into multiple languages and lip-sync the speakers to the translated audio.

For example, check out this video of Lex Friedman and Elon Musk speaking in Hindi.

How to localize video content with AI

1. Request access to Synchronicity’s real-time lip-sync API. Once approved, you can begin the process.
   

2. Download your chosen video.
   

3. Import it into Otter.ai and wait a few minutes until it gives you a full transcription.
   

4. Paste the transcription into Chat GPT (ideally GPT-4) and ask it to translate the text into your chosen language.
   

5. Paste that transcription into Eleven Labs and download your localized AI-powered audio transcript.
   

6. Finally, use Synchronicity’s wav2lip-2 API to lip-sync the video to the translated audio in HD.
   

7. Download your video!

Why should marketers care?

• Boost your video content’s reach and engagement by localizing it for different regions.
  
  For example, YouTuber Mr Beast has translated his content into Spanish—and the MrBeast en Español channel now has almost 25m subscribers. Yikes.
  
  

• Grow your global customer base. Show prospects in other regions that you care about speaking to them, instead of assuming they’ll engage in your own language’s marketing.
  
  As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.”

• Do this in minutes, without having to spend on a translator or shooting the video again with native speakers. Save time, effort, and money.

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2. Meta reveals new AI image generation model CM3leon, touting greater efficiency

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3. The Ultimate List of AI Resources

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Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie