• Aug 2nd 2012 at 2:16PM
  • 18
We can't help but cringe at the notion of 'product integration' efforts most of the time, particularly when it comes to movies and sports. That's because as often as not, the placement efforts seem contrived. And while the notion of using a Mini Cooper to retrieve thrown javelins, hammers, shot and discuses at the London Olympics might not seem like the world's most natural pairing, we can't ignore the inherent cheek and charm in using radio-controlled cars for an otherwise unremarkable chore.

Dubbed "Mini MINI," these three electric R/C Cooper hatchbacks are rendered in about 1/4-scale – necessary to ensure adequate payload capacity for up to eight kilos (nearly 18 pounds). That's enough carrying capacity to lug around a hammer, a discus, a shot or a pair of javelins. The cars' large scale also helps them pack the larger battery arrays that Mini says are necessary to run them for 35 minutes (before being down for 80 minutes of charge time). The models are painted blue with orange Olympic livery and white roofs, and they even have working headlights.

The Mini MINI R/C cars will be used at both the Olympic and Paralympic games, and they join a fleet of 160 full-size BMW 1 Series Active E models and 40 Mini E hatchbacks as part of BMW's own all-electric Olympic team. While we're a little surprised Mini didn't choose to go with a Clubman or the load-lugging Countryman like we did in our recent giveaway, we think the marketing stunt fits in well with the brand's fun and funky spirit, and we're hoping that Mini publishes some video footage of their little helpers in action soon.

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    • 1 Second Ago
      Scott Sliwinski
      • 3 Years Ago
      "I shall call him... Mini-Me!"
      • 3 Years Ago
      Great marketing at work. Product placement can be disgusting at times but this seems like a good one to me, can't wait to see the videos of these guys tugging along.
      Andre Neves
      • 3 Years Ago
      So sick of product placement and advertisements in every turn no matter where you go or what you are doing.
      • 3 Years Ago
      Kelly blue book
      • 3 Years Ago
      I'm guessing that these are 1/5 scale FG Modellsport chassis (with a Mini body, it would be closer to 1/4 scale) converted to brushless electric: https://www.fg-onlineshop.de/ItemDetail.aspx?ig3=Touring+%2f+Sports+cars+1%3a5+4WD&ig2=Sportsline+4WD+Mini+Cooper&ig1=Chassis&desc1=Sportsline+4WD-510+Mini+Cooper%2c+4WD%2c+clear&ig3id=21&ig2id=102&ig1id=3&iid=6127&mi=0&hasv=0&webi=0&pr=0
      Silver Fang
      • 3 Years Ago
      What will be done with the Mini Minis after the Olympics? I'd love to buy one!
      • 3 Years Ago
      Business sponsorships and politics along with a greedy IOC have ruined the games anyway. Let's build a world-class facility in Greece and held the games there every 4 years. The Greeks could use the jobs & tourism. Let young athletes be invited, competing for medals only. No more cash prizes for medals ($25K for a gold for the US this year). No more high-tech national training centers. No more sponsors like McDonalds, Coke, and Cadbury selling crap food to fat couch-potatoes who think cheering has something to do with sport & patriotism.
      • 3 Years Ago
      I think it's awesome. Go MINI!
      • 3 Years Ago
      • 3 Years Ago
      I want one!
      • 3 Years Ago
      Do they also have "mini" repair shops for the mini MINIs at these venues, so they can receive scheduled maintenance every five miles?
      • 3 Years Ago
      This is clearly just some clever marketing ploy and we are all falling for it. Look at that picture of the javelin sticking out of the RC car. There is no way that can avoid toppling over even while standing still. The MINI marketing people strike again.
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