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Mini's Infotainment Mascot, Spike the Dog, Takes Over the Vegas Sphere

Drew Dorian
·2 min read
mini's mascot, spike the dog, on the las vegas sphere
Mini's Canine Mascot Takes Over the Vegas SphereMini

  • Mini is kicking off its introduction to its revamped 2025 lineup of cars and SUVs with a colorful and cheeky spectacle at the Las Vegas Sphere.

  • The brand's new infotainment mascot, Spike the Dog, will light up the giant digital dome now through December 2, joined by the 2025 Countryman Electric SUV.

  • Visitors to Vegas during that time will get a chance to acquaint themselves with Mini's new infotainment system, which will be featured on a round OLED panel in the brand's 2025 models.

Mini wants everyone to meet Spike, its new infotainment system's virtual assistant and unofficial mascot, so it's introducing the cartoon canine in the most extra way possible by projecting him onto the Las Vegas Sphere. Spike is joined by the 2025 Countryman Electric, the vehicle that debuts Mini's next-gen software, and both will periodically appear on the giant display.

Spike is no stranger to circular venues since his usual home is inside Mini's round 9.4-inch OLED infotainment display. Mini's new system also features crisp graphics, animated menus, customizable photo backgrounds, themed designs based on the SUV's driving mode, embedded video games, and a cloud-based navigation system.

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The brand's latest infotainment system will also be available on the other new 2025 models from Mini: the gas-powered Countryman S, the Countryman John Cooper Works, the Mini Cooper hatchback, and the Cooper Electric. The Countryman S and JCW will go on sale in the U.S. first, hitting dealerships in spring 2024.

The Sphere opened in September and has been the subject of TikToks and Instagram reels ever since with its 580,000 square feet of LED displays on the Las Vegas Strip. The venue also serves as an auditorium for concerts, movies, and performances—recent acts so far have included U2 and a Darren Aronofsky movie called Postcard from Earth–and can seat up to 18,600 inside its dome. Considering the high visibility, this is not likely to be the only time an automaker looks to this space for a publicity campaign.

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