An event based, PR effective metropolitan concept was designed in hopes of generating the necessary interest in the Mini One D among the target group. Over the course of several weeks, the Mini One D conquered four metropolitan areas of Germany. On six locations, smart and imaginative campaigns were held. The specially designed Mini.de website accompanied players and provided explanations to the contest, as well as integrated online registration and the ability to be notified of events via SMS. These campaigns also included regional promotions through radio and the Mini newsletters.