Fan the Flame

MINI

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MINI Belux (Belgium & Luxemburg) wanted us to launch their Facebook fanpage. Since they are (very) late in the game (most of their competitors have been active on facebook for way over a year) they didn't want their entry to go unnoticed. So they were playing catch up and they wanted some big results...and quickly too.

Become a fan. Get your flame. Win a MINI

We created "Fan The Flame", the best merger of the real and the digital world.
Just become a fan, get your flame, and win a MINI. Pretty easy no?

A MINI Countryman is placed on a slope on the parking lot of the Brussels Motor Show, attached only by a thick rope . A burner is placed under the rope and a webcam broadcasts the scene 24/7. Every Facebook fan can remotely initiate the burner to spit some flames. The fan whose flame ultimately breaks the rope wins the MINI Countryman.

We anticipated that this set-up would create quite a waiting line to push the burner's button. So we built in a smart system to cut corners and cut through the waiting line.
Just challenge someone better placed in ranking, fire a MINI related trivia question at him or her. Win the challenge and you immediately take their place.

However, to launch a challenge you needed viral points, one point rewarded for every Facebook friend that also participated in the game. You've been challenged and you don't know the answer to the trivia question? No worries, just deflect the question burning two viral points. No more points? Time to start spreading that campaign on Facebook :-)

MINI Belux jumped from zero to hero in less then a fortnight.
The just 10 days we seduced no less than 21.314 fans, more than doubling our client's objective of 10.000.
Remember that Belgium is a really small country with only 10 mio inhabitants. In this tiny context we managed to atrract +21.000 fans in only two weeks, compared to the UK (the motherland of MINI) where a population of over 60 mio. only generated 47.500 fans over a two year period. That is six times more inhabitants and only twice as many fans.

The MINI Belux fanpage surpassed all but two automotive competitors in the Belgian market, most of which have been active on facebook for way over a year. We overtook over 27 car brands (including love brands such as Mercedes, Audi and BMW),and we are determined to surpass the remaining two, Volkswagen and Peugeot, in the next few weeks.

Our campaign site attracted over 135.000 visitors and generated over half a million page views in 10 days.
Even more impressive, the average time on site was a whopping 8.5 minutes. The top 20 percentile played for hours straight.

The campaign got picked up both in the national press and on international blogs.
Fan The Flame was featured on over 250 blogs (All over Europe, the US, Brazil, Japan, China and the Middle East, the biggest being : Adverblog, Digital Buzz Blog, Ads of the World, Brainstorm9, and TokyoBlonde).

This generated over 26.000 views on the initial case video on Youtube, which you can still view here.

The campaign also got picked up on facebook and twitter, becoming top trending subject in the market.