The launch of the official MINI branded page on Facebook (www.facebook.com/MINI) ) enhances the brand’s presence in the area of online community marketing by one more important channel. Along with MINI, MINI Space – our successful web 2.0 platform for creative people – is also represented by its own page, and successfully seeds competitions and articles within the Facebook community. This Media Shift strategy is optimized for modern target groups, for whom interaction with social media like Facebook is a part of daily life. During the viral video campaign "Two Untamed" for the concept cars MINI Roadster Concept & MINI Coupé Concept, Facebook implementation allowed us to achieve a broader distribution and more effectively heighten interest, with 250,000 views in the initial days of the campaign. MINI on Facebook.
MINI Space on Facebook.
Two Untamed on Facebook. View the Facebook Gallery more

Two Untamed – Ad Campaign

Without question, the debut of the new MINI Coupé Concept and the MINI Roadster Concept was among the highlights at this year’s IAA. On 09.09, we launched the accompanying viral campaign "Two Untamed", which prepared the world in advance for this Main Event. The central element of the campaign consists of three teaser films, whose unique tone gradually raises expectations for the big finale on September 15th and leaves users wanting more. Watch the campaign videos. more

Creative Use of Space – Brand Umbrella Campaign

"Creative Use of Space" is an integrated media campaign for the enhancement of MINI's brand rapport within the creative class. It focuses on the idea of the creative use of urban space – a philosophy that MINI shares with all urban creative communities. The campaign involves creative projects, competitions, events, direct marketing and PR activities, all brought together in an international online community platform. Watch the campaign video.

	Epica Award Silver 2008 for Creative Use of Space Integrated Campaign.
	Eurobest 2008 Shortlisted for Creative Use of Space Integrated Campaign.

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MINISPACE.COM – The online campaign hub

MINI Space is an international online community platform, and is all about taking part in creative projects, competitions, events and parties – basically, getting involved in the "Creative Use of Space". Simply, it's about meeting other creative people and having a good time. Its users are invited to create their own portfolio online. They also have the chance to be featured with their creative work, to take part in creative competitions, to get invited to parties and events and generally just to interact with other creative people. The website itself has become a great example of the Creative Use of Space: The background of the site is a blank canvas, filled with the designs of users themselves. Users designed and submitted approximately 4000 background designs in the first competition phase. In a nutshell, this website is a hub for connecting creative people, events and projects! www.minispace.com more

MINI Rooftop NYC – The Kick-Off Event

We turned up the heat in Hell's Kitchen with a slamming 10-day music & cultural festival high above Manhattan, during fashion week. With Mary-Kate Olsen, MGMT, Questlove from The Roots, Kirsten Dunst, Michel Comte, Diane von Fürstenberg and Agyness Deyn, a trendsetting celebrity crowd gathered on our MINI Rooftop NYC to get the party started. As a practical example of the Creative Use of Space, we transformed a rooftop in NYC into the place to be - a hot spot for the creative class. While parties and celebrations lit up the nighttime scene, there was also a creative daytime program on offer. For more than a week, this rooftop became a playground for creative people, and the scene of talks & roundtables, yoga sessions and, of course, some crazy parties of an evening. View complete coverage on minispace.com
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The Copenhagen Mash Up - Event

Creative Use of urban Space: Take an old unoccupied butcher’s shop, hand it over to Copenhagen's creative community and watch it turn into a very cool location for a hot party. In the middle of Copenhagen. The MINI Mash-Up Party was a great success - mashing up food, music and people. Apparently, the idea of the Creative Use of Space works as well in a butcher's shop in Copenhagen as it does on a rooftop in New York City. View slideshow more

User designed campaign

Aside from background designs for our website, we utilize the creative talent of the community in various aspects of campaign design and creation. We leave as much space to the creative community as possible, making use of graphics and photos produced by our users for various campaign activities. From guerilla marketing activities like Davey's dance blog, to the design of posters, flyers, car wraps and even project business cards, the creative input of the project community helps determine the end design of the campaign itself. Daveys Dance Blog
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Guerilla Marketing

As part of the MINI Rooftop NYC event, users were asked to submit their best designs for a MINI roof. The winning designs were printed, and decorated the roofs of the MINI shuttles in New York City. This way, everyone had the chance to have their design driving through the streets of the city of cities, demanding attention from all sides. Thus, we were able to initiate a guerilla marketing activity for the Creative Use of Space campaign, implemented by MINI Space's very own users. That’s our way of packaging the product with a natural feel, avoiding in-your-face product promotion. View roofdesigns
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Seeding und Outreach to WEB 2.0 social networks

Creative Use of Space is actively involved in various Web 2.0 platforms including Facebook, Youtube, Twitter, Flickr, Delicious, LastFM, Myspace, Yahoo, as well as various blogs and other communities. The social web is used to attract users, advertise events and projects and to report back with distributed video, photo and blog content. flickr Stream
YouTube Channel
Facebook Group
Twitter Feed more

Results

The Creative Use of Space campaign had print and online media coverage worldwide. It appeared in mainstream media channels such as the New York Times, The Huffington Post and Vanityfair magazine, as well as in trendsetting publications like thecoolhunter.net and style.com – rather than just the automotive press. The online platform minispace.com gained over 12,000 very active users from 104 different countries within the first three month of existence, with over 10,000 creative contributions such as video uploads, DJ sets, designs and much more.