The New York and Berlin-based creative agency, KKLD*, has developed an awesome integrated campaign for its client, MINI. Until June 29, anyone can become a star in the new ‘It’s Personal’ campaign and appear live on Germany’s largest video screen, which is on the famous Kurfürstendamm shopping boulevard in Berlin. Even better, every participant has the opportunity to win their own personal MINI model from the advert. Fun!
How does it work? Make your way to the “MINI Photo Box” on Kurfürstendamm in Berlin, take a photo, choose your favourite MINI, and appear immediately on the huge video screen.
Once inside the photo booth, participants will put on brightly-coloured headphones and then choose their favourite MINI Family model with side mirrors of a matching colour. Four colours and four MINI Family models to choose from: MINI Hatch, MINI Convertible, MINI Clubman, and MINI Countryman. Then the image is sent to the huge 104 m² video screen, together with the personalized MINI model.
But you don’t have to be in Berlin to be a part of this. Join in via a Facebook app. Use your webcam to take a photo of yourself wearing virtual headphones. Your photos will then be shown on the large screen in Berlin. To complete the loop, the images on the video screen will also be streamed live on the Internet and snapshots of the greatest moments will be made available on Facebook so users can share them with friends.
The lucky winner will receive their MINI model, including tailor-made side mirrors in his or her favourite colour. Err, we’re entering now. Wink wink.