Friday 27th July marks the beginning of the biggest sporting occasion to hit these shores since… well since most of us were born.
To celebrate the Olympic Games coming to London, MINI has launched The London 2012 Special Edition model in red, white and blue and we have been helping them mark the launch with a series of MINI Olympic adventures.
Each adventure involves MINI getting behind, Team GB, and showing its support for Our Greatest Team in a fun, friendly and typically MINI sort of way.
Here are some of the highlights:
MINI re-imagined the famous Italian Job chase scene, giving it the MINI Olympic adventure treatment. Starring a host of Olympic athletes including James Cracknell, Rebecca Addlington, Daley “the Guv’nor” Thompson and Jodie Kidd the film features the car’s famous go-cart handling and amazing performance whilst showcasing the 2012 special editions key features.
MINI enlisted the aid of The Royal Philharmonic Orchestra and a horn section of MINI London 2012 Special editions to perform the National Anthem and get the nation’s hearts thumping.
ROAR FOR TEAM GB
MINI invited fans to show and record their support for Team GB, by roaring the team on. All the audio roars were combined into a sound-scape and will be shared with the athletes days before they compete in the games.
All the adventures were played out across the print, radio and digital platforms of popular London media brands METRO and Absolute Radio, and were incentivised with a competition to win a VIP experience to the Olympic Games, with many recieving coverage in the national press.
Now here’s the clever bit.
As well as an online hub, radio support and press presence, Vizeum worked with Aurasma to ensure MINI’s content was also available to view through Augmented Reality – whenever users hover their Aurasma enabled phones over an ad, MINI Olympic content is played out.
But we didn’t stop there…
At Vizeum, we like to start from a different place. We saw an opportunity to turn every MINI in the country into a platform for adventure… as part of the campaign any logo, on any MINI (in dealership, or on the road) could be used as a gateway to a MINI Olympic adventure. As with the press ad all consumers need to do is simply hold their AR enabled device over the car’s logo and they have access to MINI Olympic adventures.
There’s your support… now it just remains for team GB to bring home the Gold!