As far as the digital marketing approach of MINI is concerned, it is more close to using intelligence wisely to drive performance. The company creates database and communicates with customers through digital communications. The purpose is to create loyalty communications with a smile with MINI owners; involving involvement and feedback; to have these communications passed on by word of mouth to company prospects in order to increase repurchase rates. MINI to greater degree comes out successful in its approach of digital marketing of using intelligence wisely to drive performance. This is certified by the fact that in 2009 MINI and its advertising agency won the Gold award in the Institute of Direct Marketing’s annual awards. The award was for their use of word of mouth to create loyalty amongst its consumers, through creating a series of uneven surprises to remind owners that driving a MINI car is a whole lot of fun and to cheer fun, participation and interaction. Acting in this direction, three email messages were created, every enclosing a game to be played by the receiver. The campaign was an enormous success with high rates of achievements.