During the Geneva Motor Show 2012, Mini came up with a novel way to get people talking about their new Mini Countryman. A special vibrating bench was installed on the streets. Every time someone sat on the bench, a Mini would sneak up from behind and rev up the engine. The bench in turn would vibrate and get some great reactionsâŚ
Mini along with ad agency TBWA\Agency.com created a social spectacle to increase the number of fans on their recently launched Mini Facebook page in Belgium and Luxemburg.
A Mini Countryman was attached to a thick rope in the parking lot of the “Brussels Motorshow” and a burner placed under the rope. Every Facebook fan was then encouraged to remotely initiate the burner and spit some flames on the rope. A webcam broadcasted the scene 24×7 and the Fan whose flame ultimately broke the rope was the one to win the Mini Countryman. đ
MINI has launched an innovative electronic billboard on Berlinâs KurfĂźrstendamm shopping boulevard. The billboard is connected to a Photo Box booth that captures the faces of MINI fans and puts them onto a massive screen along with each participantâs favourite MINI model, for a chance to win their preferred car.
Contestants have four colours and four models to choose from, including the MINI Hatch, Convertible, Clubman and Countryman.
On the street, you step into the Photo Box, clamp on a pair of headphones, pick your colour and model, and the system outputs a ready-to-share moment on a giant public screen.
Fans from around the world can also join through the MINI Facebook app, where you can snap a picture with your webcam wearing a pair of virtual headphones in your favourite MINI colour.
In high-footfall city retail corridors, interactive out-of-home turns passersby into opt-in media by making participation itself the content.
The experience borrows the best part of online shopping. Configuration. without forcing the rest of it. Specs, comparisons, and checkout. The âproductâ is self-expression, delivered in seconds, in public.
That public context matters. It creates instant social proof, and it makes the moment feel bigger than a personal post because it physically occupies the street.
This is acquisition marketing that avoids hard selling. MINI lets people declare a preference. model plus colour. and then wraps that declaration in a contest mechanic. The brand gets reach, participation data, and a stream of shareable assets without asking people to create anything from scratch.
It is an interactive out-of-home experience where fans take a photo, choose a MINI model and colour, and see themselves displayed on a massive screen, with a chance to win their preferred car.
It recreates the same participation loop online. People take a webcam photo, add the virtual headphones in their chosen colour, pick a model, and join the same campaign experience from anywhere.
It converts brand preference into a public, shareable artifact. The configuration step makes it feel personal, and the big-screen moment adds social proof and reach.
