A recent experiential promotion for MINI’s ‘It’s Personal’ campaign in Berlin invites everyone into the MINI Photo Box, located at the corner Kurfürstendamm and Joachimstaler Sstraße in Berlin. Visitors are asked to wear a pair of brightly-colored headphones and customize their favorite MINI model. Options include 4 MINI family models, and 4 colors for the car’s side mirrors. The resulting photos of fans alongside their custom-colored MINI model are then sent to a large video screen at the busiest intersection of the German capital. Said video images are also streamed live online, along with snapshots – available for everyone to peruse and share on Facebook.
MINI fans not based or traveling in Berlin are invited to experience the Photo Box on Facebook, replacing actual headphones with virtual headphones. Ultimately, international participants’ photos are also streamed onto the video screen in Berlin. A final participant will be selected to win a MINI model with customized, colored side mirrors.
We appreciate this promotion for its celebration and engagement of MINI fans globally – and for embodying the brand’s customization. The auto and fashion industries seem to cross the same path oftentimes, with cars oftentimes marketed as an expression of individual style. While auto’s have been playing up customization for years (mostly via internal features), we appreciate MINI’s more stylistic sense of aesthetic and stand-out customization – colorful side mirrors to match your headphones, favorite color, or preferred color palette? Cute. The ability to share your custom MINI (and your photo) feels like a fun, simple way to connect fans Globally.