MINI, together with TBWA\Agency.com, creates a social spectacle to grow the fan base for its newly launched Facebook page in Belgium and Luxembourg.
The setup is as physical as it gets. A MINI Countryman is attached to a thick rope in the parking lot of the Brussels Motor Show, with a burner placed beneath the rope. Facebook fans are encouraged to remotely trigger the burner and shoot flames at the rope. A webcam broadcasts the scene 24×7, and the fan whose flame ultimately breaks the rope wins the MINI Countryman.
Why this is a “like” campaign people actually talk about
Most fan-growth ideas are transactional: click like, get content. This one makes the click feel consequential. Each interaction is a tiny act of sabotage against a real-world object, with a visible scoreboard outcome. The page is not just where the brand posts. It is the control panel for the event.
The mechanism: remote control plus live proof
Mechanically, the campaign combines three ingredients: a simple trigger (fan action), a physical system (rope and flame), and continuous proof (the live webcam). The webcam is crucial because it converts a remote interaction into trust. People can see that something is actually happening, continuously, with no editing.
In European automotive social campaigns, linking digital participation to a live physical outcome is one of the fastest ways to create “earned” attention beyond the fan base itself.
What the prize is really doing
The MINI Countryman is not only incentive. It is also the symbol. The closer the rope gets to breaking, the more the prize feels “reachable”, which keeps people checking back and telling friends to join. The prize turns time into tension.
What to steal from this activation
- Make the interaction visible. Live video proof makes remote participation feel real.
- Use a simple mechanic with cumulative progress. People return when they believe their action contributes to a final outcome.
- Put the brand in the role of facilitator. The page becomes the place where something is happening, not just the place where posts appear.
- Design for suspense. A slow-burn system creates anticipation and repeat visits.
A few fast answers before you act
What is “MINI Fan the Flame” in one line?
A live contest where Facebook fans remotely trigger flames to burn through a rope holding a MINI Countryman, with the fan who breaks it winning the car.
Why does the webcam matter?
It provides continuous proof that the event is real and progressing, which sustains trust and repeat engagement.
What behavior is this campaign optimizing for?
Fan acquisition plus repeat visits. The tension mechanic encourages people to return and recruit others.
What is the transferable lesson for other brands?
If you want scale, connect digital actions to a visible physical outcome and design the system so progress builds suspense over time.
