Combining Berlin's biggest digital billboard, photo booth installation, and Facebook app, fans became part of our campaign to see themselves go up live on the billboard through MINI Photo Box. To take part, fans chose a pair of headphone in their favourite colour to wear and be MINI, chose their favourite MINI family member with matching side caps, then took a photo to create their billboard image. Fans did this onsite, or through our app where we streamed the action via live video feed to the global Facebook community.Everyone who took part could log on to the Facebook app to go in the draw to win the MINI in their billboard. Fans also received a shareable digital photo gallery via Facebook, which included images of them up on the billboard and the campaign image reformatted especially for profile picture use.

Results and EffectivenessIn just two weeks: - Over half a million page views for the Facebook app - Over half a million YouTube views - 200,000 new MINI Facebook fans - Thousands of amazing user generated personal ads - With just one billboard, global media coverage and buzz with influential blogs like Coolhunting, PSFK and HypebeastIn the following months:- The campaign success prompted MINI Austria, MINI Italia and MINI Japan to pick up and run the idea in their own countries - With more countries still to come, its success continues to grow