Teaser to introduce the campaign and find our Co-Pilots:
Mini - All The Wrong Places Web Series
A worm eating, moose hoof tossing, cactus stabbing, tyre blowing, bear gizzard distilled vodka drinking, voodoo dodging MINI adventure web series. CHALLENGE: Research showed MINI was losing its iconic appeal with younger guys. Our challenge was use the launch of the MINI Coupé and Roadster to reinvigorate the MINI brand’s adventurous spirit amongst this key target market. IDEA: A manly, action-packed branded content campaign. ALL THE WRONG PLACES sent the new MINI, a Host and 5 Co-Pilots recruited from MINI Facebook on bizarre Missions across the globe, to bring back stories people had to see and share. It was the first time MINI put its social media fans in front of the camera. Each week for 6 months, millions rode with us via Facebook, Twitter, YouTube and more to ALL THE WRONG PLACES. RESULTS: • Over 3 million video views and counting • Over 5,833 days of adventurous MINI branded content consumed • Beat KPIs - 101% increase in key audience of younger guys, 25 – 34