MINI introduces a new element to its “Design with Bite” campaign for the Paceman car, started back in January 2013. Now, the brand invites its global fan community to embark on an epic urban ride through a night city on the dedicated website. The users face various challenges during the online “Discover Your Inner Paceman” journey behind the wheel of the virtual blue MINI Paceman. In the end, MINI defines the inner personality of the user based the choices that were made throughout the ride.

Pic.: A screenshot from the www.innerpaceman.com website

To make the most of the scroll-down online experience, fans are required to log in using their Facebook accounts—this adds some personalization to the game play, although it can be enjoyed anonymously, too. The digital narrative starts with a challenge, which requires the protagonist to get a rare ginseng flower for a friend. The user “rides” to the market, where he has to choose from the two options—to read fortune or to play poker—he gets the flower in any case.

After this task is completed, the next challenge is set—to find the missing artist. The protagonist is again asked to select from the two options—to get guidance or use connections, both involve using the MINI app on board. This chapter has a music twist as MINI invites users to download the “Street Attitude” song by Massive Music and listen to the MINI Paceman playlist. After the artist is finally found, the time for the third challenge comes.

The protagonist is on a bank of a river and has to choose how to cross it, by land or by sea. If chooses a ferry, he is invited to tweet this news to his friends, and if he decides to make it by land, he speeds up in a tunnel and gets a fine notification (it can be also shared with friends).

In the final chapter, the user gets a message from a friend stranded nearby and is asked to find him by going with his gut or reading the signs. The journey finishes here, but it’s not the end of the experience. After the narration comes to the final, MINI analyzes the player’s choices and says if he is a night cowboy, an urban trendsetter, etc. A great way to discover your true ‘driving’ personality .