Starting from the idea that MINI drivers are different and would not accept standard fare we came up with the concept for potential drivers themselves to launch the MINI Countryman. We asked them to create their own ideas for events with the MINI Countryman and to invite friends to those online. The community determined via voting which ideas should be carried out. These ideas turned into genuine offline events. The response was overwhelming: thousands of big, small, off-the-wall, crazy and adventure-filled event ideas turned into a genuine movement – MINI Wanderlust.

The campaign increased awareness of the MINI Countryman brand and positioned it as an adventurous lifestyle brand. By inspiring MINI followers to create their own Wanderlust event ideas and to post them on the MINIspace website, we created a strong viral impact that generated high-quality potential buyer leads in the US.

In terms of figures we created over 1.25m YouTube views, 1,000 user generated events and 1,500 online conversations about MINI Wanderlust in the targeted market.