Throughout the summer, MINI USA will visit a series of high profile events in Chicago and Atlanta. These events and in particular, the brand experiences are designed to create a relevant connection to multicultural millennial car buyers. The tour kicked off with a highly charged and emotional weekend in Chicago, with the city of Chicago, along with MINI USA, honoring the legendary Chaka Kahn. Almost ½ a million impressions were achieved alone through the social media chatter alone.