The Mini MINI: It’s cute, it’s fun, it inspires adventure. We introduced it to our fans on Facebook and Twitter to increase brand affinity and positive sentiment.
Mini MINI in France
To begin with we carried out our own Mini MINI road trip, travelling across France to capture and share photographs of our Mini MINIs up to all kinds of mischief.
Mini MINI World Tour
By popular demand we then unleashed the Mini MINI on the world, enlisting members of our online communities to carry and capture the Mini MINI in amazing locations.
To date thousands of Mini MINIs have been released into the wild, travelling the world in the back pockets of our fans. Hundreds of images have been shared, attracting thousands of comments and likes.
The Mini MINI World Tour App
The World Tour App sits on Facebook and aggregates Mini MINI photographs shared by fans. Images are GPS located and pinned to Google Earth in the appropriate region. The earth can be spun and zoomed in to.
Photographs can be clicked on and expanded to reveal Twitter and Instagram details, as well as community comments, likes, and the option to search for similar submissions.
The Mini MINI films
Mini MINIs are free spirits, they seek adventure and excitement at every turn. However, in reality they need real people who travel to sign-up, to take them on their journeys, and to photograph them.
This is one of three short films that seeks to introduce and endear people to Mini MINI, and to compel them to get involved in the World Tour campaign.