Launch the new MINI COUPE' in the CEEU area (8 countries) through SNs (without ATL investments)
A cross country challenge format using Facebook as activator and hub.
Mini Adventure is the first Mini's consumer engagement project for the CEEU area, which aims to build a huge community on Mini Facebook Fanpages in conjuction with the new Mini Coupè launch.
Involving on line casting and video experience based on candid camera shows, the Mini Adventure project gives the opportunity to the users from Balkans to win a beautiful girl's heart and drive the new Mini Coupè.
Moreover, they will face exhilarating trials and live an unforgettable adventure togheter with a friend on the brand new Mini Coupè.
The communication strategy uses a specific application available only on Balkanics Facebook Fanpage. Users candidate themselves by answering a simple question: "What adventure would you face to conquer me?"
The most voted guys win the Mini adventure.
They have only 14 days to spread the word on Facebook, ask friends to vote them and win the final prize.
In 2 months:
- More than 800 candidates
- More than 6000 votes
- From 14K to 69K fans
In 2 months: more than 800 candidates, more than 6000 votes, from 14K to 69K fans