MINI teamed up with VICE magazine to create a video rich content campaign targeted at MINI car enthusiasts who enjoy or thrive to live on the wild side (or "wrong" side)

Titled "All the Wrong Places" it was a global road trip competition executed on Facebook which launched late 2011. Fans go to MINI’s Facebook page and submit their justification as to why they would make the perfect co-pilot to tour around a wacky location in the new MINI coupe. A dedicated driver – "The Adventure Man" drives the winners around the destination experiencing the weird and wacky wonders of that culture.

Subtle use of product placement is used throughout the video’s in each episode however the weird nature of some of the locations and cultural differences is what engages the audience. 3 episodes have been released via the Facebook App so far with 2 more episodes to be released.

MINI a forward thinking marketing brand wisely uses the street cred "cool factor" by teaming up with VIBE magazine creating engaging video rich content taking fans on "An adventure of an entirely different sort". What I enjoy about this campaign is the subtle branding that MINI use throughout the episodes – let the content speak for itself and the fans will subconsciously make connections with the brand. Oh yeah…and the prize –  an adventure experience touring in the MINI coupe – not a MINI coupe itself. Obviously something that the MINI brand set out to achieve through this campaign – to associate the MINI coupe with themes such as adventure, wacky world experience and travel and not necessarily on the features of the car itself.

Check it out here: http://www.facebook.com/MINI?sk=app_240426849331138 

Dan Swanton
Senior Account Manager