Mini has struck up a great collaboration with youth lifestyle publisher/digital brand VICE. A great example of a brand that ‘gets’ the need to create cool cultural content for youth.
They’ve created an a web content series called ALL THE WRONG PLACES comprised of 5 mini doco’s showing adventures in culturally cool places around the world. The narratives dip into diverse subcultures, the first being in Tokyo, looking at the Dekotora Trucks subculture. The stories are mission based requiring the help of a Mini and Co-pilots are being selected via the Facebook page. Wiht 2.5m FB fans, engagement levels should be high.
I like this idea, I think it definitely taps into Mini’s target audience of ‘ independent free spirited travellers with an appetite for creativity and cultural’.
Episode 1 is pretty cool, great production values although I was kinda hoping for a little more. Will be interesting to see the social media engagement on the Facebook page unfold. Reminds me a bit of the Telstra Sushi Plane idea we created in 2010 whereby we sent 14 Aussie teens/20 somethings to Tokyo on cultural and digital adventure, using Tokyo as a live test environment for the new HTC smartphones.