Another nice social media campaign from MINI. The company has placed a MINI Countryman on a 15% downgraded slope held only by a thick rope with a large Bunsen burner placed directly under the rope. Once fans “like” the Facebook page they can watch the live installation and remotely ignite the flame from the campaign website. The consumer whose flame is the one that burns the rope wins the MINI Countryman.
The campaign demonstrates a great way to keep consumers actively involved. http://www.fantheflame.be
You can read more about the making-of of this project here:
http://jandecoster.wordpress.com/2012/03/12/mini-fan-the-flame-making-of/