MINI | MINI Together

MINI owners love to rally together. We needed to bring MINI owners back together safely post-pandemic and create a sense of community, nationally, while also integrating MINI Dealers in a meaningful way – all while being socially distanced. We created a 3-prong approach:
Live – Participants drove and explored their own geographic area starting from their local MINI dealership without a specific route.
Digital – A scavenger hunt based event app guided participants through 20 Tasks & Trivia questions.
Virtual – Participants gathered in the evening via a live microsite with guest speakers, announcements and interactive art activity.