Iris' New Interactive Experience Puts the Power of MINI Into the Spotlight

Today, MINI unveiled a ‘tech-first digital experience’ with the launch of its latest model, and most powerful MINI to date, the John Cooper Works Hatch.

Created by iris, the global creative innovation network, ‘See What It’s Made Of’ is a digital campaign – and at the core, features an interactive nine screen content experience that allows people to see what world’s most powerful MINI is made of, from multiple angles, as it laps the famed Mallory Park circuit at high speed. 

Michelle Roberts, General Manager, Brand Communications for MINI UK said of the launch: “We needed to create a powerful campaign for the most powerful MINI on the market.  And this is a MINI first – no brand has created a 9 screen interactive experience, and it means that our customers can get involved and experience the car like never before, before it’s even hit the road.”

25 specialist cameras, including GoPro cameras, a drone camera and even ‘dog cam’ – a nodding British Bulldog camera – were fixed to parts of the latest MINI.  The final result is nine interactive screens in one video, offering an exhilarating in-depth insight into the mechanics and engineering of the car – giving multiple continuous feeds for the interactive online video. 

The campaign will be supported by a media partnership with Top Gear, and will also offer MINI fans the opportunity experience the car first hand by hosting four Track Day’s across the best racetracks in the UK including Top Gear’s Dunsford Park. 

Chris Marlow, Managing Partner, iris:  “The MINI JCW achieves top speeds of 153mph and reaches 62mph in 6.3 seconds and it was no mini challenge to try and bring to life ‘the most powerful MINI ever’ to life. We wanted to enable people to experience the car from all angles, as close to the action as possible both online, and for real on the track. As a result this campaign has real valuable participation at its heart, and the Top Gear partnership will take it right to the epicentre of where motoring enthusiasts are in the digital space.”

MINI is looking to target consumers who love driving performance cars, but may feel that MINI doesn’t quite give them the ‘visceral driving experience’ that they are looking for.