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MINI THE Source / Social media app


Discipline: Communication

Discipline: Communication

BRIEF – Ignite and maintain buzz about the new MINI JOHN COOPER WORKS GP, from the May unveiling until the official launch at the Paris Motor Show in September.
INSIGHT – To car bloggers social media is a game – content “wins” traffic and conversation in their blogs.
IDEA – A social game challenges car bloggers to prove they are “the source”. By sharing exclusive content across their social profiles they are able to earn points. The winner is the first to drive the car.
IMPACT – 5,059 competitors sign up. Over 1 million visits to the site. Social media mentions up by 352% over the campaign (400% increase in Twitter; 1,736% in Facebook).

Client / Manufacturer


München, Germany



Amsterdam, Netherlands

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