Overview
Sporty. Stylish. Spacious. Launching the MINI Paceman to a tech-savvy audience
About the Project
Launching the new MINI Paceman, the sporty and stylish SUV coupe to our tech-savvy about-town audience
The campaign was MINI’s first use of Shazam, which took punters directly to the mobile first experience from the TV ad. Once there, you could explore a full 360° view of the car’s interior and exterior, play a game to win a trip to Tokyo and – most importantly – request a brochure or book a test drive.
First use of Shazam as a mechanic for entry into the experience from the accompanying marketing collateral and TV ad. As this was a mobile first experience we could leverage the capabilities of the phone. We used features including gyroscope and accelerometer to create a more immersive experience.
We also gave users the ability to take a 360 tour outside so they could see the design features of the lates Paceman.
Client:
MINI
Project:
Mobile Experience. Campaign
Deliverables:
Product Design
Development Stewardship
Design system
Game Design
Design Team:
Jim Eyre
Dave Newbold
Annie Fox
Charlie Brown
Fourie Du Preez
Mat Scholes
Jaime De Federico
About the Project
Launching the new MINI Paceman, the sporty and stylish SUV coupe to our tech-savvy about-town audience
The campaign was MINI’s first use of Shazam, which took punters directly to the mobile first experience from the TV ad. Once there, you could explore a full 360° view of the car’s interior and exterior, play a game to win a trip to Tokyo and – most importantly – request a brochure or book a test drive.
First use of Shazam as a mechanic for entry into the experience from the accompanying marketing collateral and TV ad. As this was a mobile first experience we could leverage the capabilities of the phone. We used features including gyroscope and accelerometer to create a more immersive experience.
We also gave users the ability to take a 360 tour outside so they could see the design features of the lates Paceman.
Client:
MINI
Project:
Mobile Experience. Campaign
Deliverables:
Product Design
Development Stewardship
Design system
Game Design
Design Team:
Jim Eyre
Dave Newbold
Annie Fox
Charlie Brown
Fourie Du Preez
Mat Scholes
Jaime De Federico
About the Project
Launching the new MINI Paceman, the sporty and stylish SUV coupe to our tech-savvy about-town audience
Client:
MINI
Project:
Mobile Experience. Campaign
Deliverables:
Product Design
Development Stewardship
Design system
Game Design
Design Team:
Jim Eyre
Dave Newbold
Annie Fox
Charlie Brown
Fourie Du Preez
Mat Scholes
Jaime De Federico
Sporty. Stylish. Spacious. The campaign was MINI’s first use of Shazam, which took punters directly to the mobile first experience from the TV ad. Once there, you could explore a full 360° view of the car’s interior and exterior, play a game to win a trip to Tokyo and – most importantly – request a brochure or book a test drive.
First use of Shazam as a mechanic for entry into the experience from the accompanying marketing collateral and TV ad. As this was a mobile first experience we could leverage the capabilities of the phone. We used features including gyroscope and accelerometer to create a more immersive experience.
We also gave users the ability to take a 360 tour outside so they could see the design features of the lates Paceman.
The Work
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In collaboration with strategy, design, product, and marketing teams.
In collaboration with strategy, design, product, and marketing teams.
Retrospective
FWA Mobile of the day
10k Shazam tags
400k user interactions*
*footnote
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