MINI Coupé launches a new campaign, part of its concept to focus on the fun side of the driving experience, to send lucky fans on worldwide adventures.

British car brand MINI has teamed up with VICE magazines to launch a global road-trip contest. On MINI’s Facebook page curios parties can enter to take part in a “mysterious mission” in the new MINI Coupé, alongside its driver – Adventure Man. The contest winners will each participate in a separate adventure in Japan, South Africa, Peru, Sweden, and one secret location, where they will experience “exciting and bizarre cultural traditions.”

The campaign, dubbed “All The Wrong Places,” engages consumers by integrating social media with the production and posting of online videos. MINI fans upload short clips explaining why they would be the perfect co-pilot. From November on, fans of MINI’s Facebook page will be able to watch the documentary-style films from each of the five missions after they are uploaded every three weeks.

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