On the Internet, French or not, Branded Content is all about offering more. Therefore, we decided to do more than offer more: we offered to MINI fans the world.

We designed custom signage and transformed the MINI cars into actual stores, complete with a salesman, tailor made brochures and opening hours. People could 'come in' the stores and take them for a ride, directly experiencing the best part about MINI: the car itself. We designed a series of fun messages that we printed on the cars, increasing the public interest. Wherever we parked a MINI Store, we immediately branded the location as a MINI location – all for the price of a parking ticket. For those who really wanted to, the MINI stores were for sale themselves. We opened 10 new stores in Paris, multiplying the access points to the MINI brand and the number of test drives.

MINI France fan page get more than 130,000 new ‘likers’ in a months. In average, unique gamers have spent 35 minutes playing when first logging. For 3 weeks, MINImaps has been tweeted every minute. Websites from all over the world, specialised in auto motive, social media, technology and gaming talked about MINImaps, as press magazine and TV show(on m6, lci and canal+). In 2011, on a declining automotive French market, MINI broke its sales record with 22,000 MINI sold.