MINI photo box: it's personal campaign

MINI’s ‘it’s personal.’ campaignall images courtesy MINI

KLLD* global lead agency for BMW group has developed a new campaign for MINI, inviting millions of fans of the car from around the world to become part of the MINI family. everyone can participate in MINI’s ‘IT’S PERSONAL’ campaign via a ‘MINI photo box’ located at the corner kurfürstendamm and joachimstaler straße in berlin. once inside the photo booth, individuals are invited to put on brightly-colored headphones and choose their favorite MINI family model with side mirrors of a matching color. there are four colors and four MINI family models to choose from: MINI hatch, MINI convertible, MINI clubman and MINI countryman. fan photos are immediately sent to the 104 m² video screen located at the busiest intersection in germany’s captial, together with the personalized mini model. to complete the loop, the images on the video screen will be streamed live on the internet, along with snapshots of the greatest moments, which are available on facebook so users can share them with friends.

general view of the corner kurfürstendamm and joachimstaler straße in berlin where MINI ‘it’s personal.’ campaign is displayed

luckily, the promotional event is not confined to berlin. fans from all corners of the globe can join in on the fun via the ‘MINI photo box’ on facebook wearing virtual headphones and choosing their favorite MINI model online. through this means, international participants will also appear immediately on the huge video screen along the busy shopping promenade. the lucky winner will receive a MINI model, including tailor-made side mirrors in his or her favourite color.

the ‘MINI photo box’ is open from 10am until 9pm (CEST) every day until may 29th, 2011. facebook users can also partake in the campaign during this period. the campaign is meant to underline how important MINI considers fans of the brand, with this fan acting as a ‘thank you!’ for their support.

MINI fans lining up to be a part of the campaign