MINI Debuts 'It's personal' Guerilla Campaign in Berlin and on Facebook

A new interactive marketing initiative debuted today to promote the MINI family, with the city of Berlin hosting the guerilla campaign “It’s personal” on the Kurfurstendamm boulevard from now until May 29. Participants are invited to enter the on-site MINI Photo Box, clamp on a pair of vibrantly colored headphones and select their favorite model from the MINI family with color-matched exterior mirrors.

There are four colors and four models to choose from: the MINI Hatch, MINI Convertible, MINI Clubman and MINI Countryman. Next, participants appear in real time on a 104-sqm video screen together with their photo and personalized MINI model.

Dean and Dan Caten of the fashion label DSQUARED2, who are responsible with the creation of this year’s Life Ball MINI, are also taking part in the campaign.

As for the Facebook users, they can take a photo with their webcam, select their model from the MINI family and upload it here. They too appear on the video screen in Berlin. The images, in turn, are streamed live on the Internet. Whether through Facebook or Photo Box, all pictures will be entered into a competition.

The winner will be announced in June 2011 and can enjoy his or her specially selected, favorite MINI model “for real” – complete with colorful exterior mirrors.

“With our ‘It’s personal’ campaign, MINI fans interact individually and authentically in an urban environment,” said Julia Hartmann, MINI Brand Management. “Through the personal configuration of the model, along with their choice of colours, we encourage them to express their personality – in front of friends and a global audience.”