MINI is not just one of the most popular car brands. MINI also has its own lifestyle collection. Its fashion is sold mainly through sales literature and car dealer on the edge of town. Where people buy cars rather than fashion. How can we boost MINI Collection awareness nonetheless?

Following installation, a specially developed plug-in analyses the user’s current playlist and recognises the rhythm, dynamics and genre of the music being played. Whether rock, pop, hip-hop or house – the dancers’ performance always goes perfectly with the beat. The collection worn by the dancers can be clicked in the iTunes window at any time, which takes the user directly to the MINI Online Shop – a completely new way of promoting fashion. The MINI Collection Screendancer turns every playlist into a personalised MINI catalogue in music video format.

The visits to the landing page increased monthly by 35 %; downloads rose by up to 60 %. In total, one in ten visitors found their way to the MINI Online Shop. The MINI Collection Screendancer turns iTunes into an interactive fashion catalogue. A new retail channel that is ideally suited to the brand and the target group.