To celebrate Queen’s Diamond Jubilee, MINI has launches an interactive Facebook app, called ‘MINI Royalty’, developed by LIDA, as part of the MINI CRM programme. Targeting existing MINI customers and fans, it will offer their followers the chance to wave from a specially designed MINI ‘Royal Balcony’.

The idea behind the app is that MINI customers are, in fact, royalty to MINI and deserve a place in the spotlight.

To feel a bit of glory all you need is to take and upload a photo or film of yourself performing your best Royal wave, where you will be added to a digital ‘Royal Balcony’ so can wave to the world. All your Facebook friends will see that, whilst tour Royal wave will also appear in the Facebook newsfeed.

Fans are also incentivised with daily majestic prizes like VIP tickets to the Goodwood Festival of Speed, and suitability regal weekly prizes including clay pigeon shooting, champagne afternoon tea for two.

Sarah Walker, social web and community marketing manager at MINI, says: “With this communication we are looking to develop an engaging dialogue with our customers that reaffirms their passion for the brand. We wanted to leverage MINI’s British Heritage to tie into the Queens Jubilee.”

On this project, LIDA is responsible for MINI’s entire CRM programme, from prospect acquisition to customer retention, across direct, digital, social and mobile channels.

Pic. Screen shot of the app page