Cannes Lions

MINI

TBWA\BRUSSELS, Brussels / MINI / 2012

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We created "Fan The Flame", a seamless merger of the real and the digital world. On the parking of the Motor Show, an installation was built, with a MINI Countryman placed on a 15° slope, only held by a thick rope. Under that rope, a remote controlled burner was installed. Through a Facebook app, every fan got the opportunity to remotely light a flame to the rope. Two webcams broadcast the scene 24/7, so you could see your flame burn the rope. The fan whose flame snapped the rope, won the MINI Countryman.

Outcome

From zero to hero: in 12 days, we gained 21,314 fans. We doubled the objective of 10,000.Benchmarks: -UK (60 mio inhabitants) has 47,500 MINI fans, Belgium (10 mio inhabitants) now has 21,000 fans-We surpassed 27 car brand fan pages, including Audi, BMW, and MercedesDuring the campaign, 75% of the fans were talking about it.The site got 134,716 visitors and generated over half a million page views in 12 days.Average time on site was over 8.5 minutes.The campaign was mentioned on over 250 blogs, and massively spread through Twitter.

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