Mini Ray mobile marketing campaign


Client

BMW Mini Ray

Objective

Develope a mobile marketing campaign to launch a new model of the Mini (Mini Ray).

Project


Format: mobile display advertising and special project
Planned on: Repubblica.it m-site and iPhone app; Deejay.it m-site and iPhone app.  The campaign used mobile display advertising, supported by an iPhone application with the planning carried out on the mobile site of Repubblica.it and m-site Deejay.it.

We developed a downloadable 
iPhone and Java game – the MINI Essential which was also available to download by clicking on promotional banners that redirected to a bespoke landing page to download the game.
Players drive the Mini Ray across town to attempt to reach the Essential Store in the shortest time following the shortest route. On their way players are asked to delete useless objects. It’s a competitive game so users play against a rival Mini. Score and ranking information is provided at the end of the race.



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