Gift Wrap: Mini celebrates the holiday sweater

Mini and Taxi 2 invite Canadians to send e-cards to friends featuring ugly festive sweater family portraits.

Mini Canada is helping Canadians to spread some festive cheer by combining two of the most hallowed holiday traditions into one neat little online package: hand-crafted ugly holiday sweaters and the sending of the holiday e-card.

To gather information for future CRM programs for the car co, Toronto-based Taxi 2 developed an interactive space on paying homage to the hand-knit holiday tradition, which Mini is promoting with email blasts to prospective and current customers. They’re treated to a cartoon tribute and can upload a picture of themselves to include their face in one of a selection of holiday e-cards featuring awkward ugly sweater family portraits.

‘The festively ugly holiday sweater embodies some of the quirkier elements of the holiday season, which made it the perfect vehicle for Mini, pun intended,’ says Lance Martin, executive CD at Taxi 2.

And in the true spirit of the holidays, Mini is giving back to a few lucky ugly festive sweater lovers. After sending out their e-cards, some will win a hand-crafted ugly holiday sweater of their very own.