MINI, which last year launched a hilarious geo-location campaign in Stockholm, has now running a new awesome international promotion in another European capital, Berlin. For the new advertising initiative dubbed ‘It’s Personal,’ the brand merged billboards and interactive technology, inviting just everybody—both in the real and digital dimensions—to tap in and get featured on the giant MINI Photo Box, located at the corner Kurfürstendamm and Joachimstaler Straße in the German capital.

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Those who want their photos to appear on the giant screen, can either take a photo in the special Photo Box in Berlin, or capture an image with their web-camera via a dedicated application on Facebook. The visitors are asked to put on a pair of four bright-colored headphones and choose one of the 4 MINI family models (those who submit their images through the online app get virtual headphones). The stills are then displayed on the billboard in real time—the video from the intersection is steamed on the Facebook page. Those, who had a short photo session at the Photo Box in Berlin, also receive a card featuring their photo plus an image of the chosen model.

Image: www.designboom.com

The new initiative can also deliver profit along with fun since the brand is also offering its fans a chance to win a real MINI vehicle, one of the four models, ‘participating’ in the campaign: MINI Hatch, MINI Countryman, MINI Convertible or MINI Clubman. The absolutely lovely interactive project is running globally from May 16 through May 29, with the winner of the draw to be announced soon afterwards.

Image: www.designboom.com

«With our ‘It’s Personal’ campaign, MINI fans interact individually and authentically in an urban environment,» commented 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.»