BMW Mini: Fan The Flame

At the Brussels Motor Show 2012 BMW Mini launched a real time installation for its Countrymen model.

The car was held by a rope on the slope with a Brunsen burner placed below the rope. Every time BMW Mini Countrymen gained a “LIKE” on its Facebook page the burner burst flames and weakened the rope. The person who breaks the rope with their Facebook “LIKE” and sets the Countryman model free wins it! This is a great way to combine the digital world with the real world.

Such experiments are cool but there are a few concerns here.

At a Motor Show would you not want people to come and “LIKE” it there and then at the podium and also check out the car. Why create a website, let is just stream the activity and updates on a Facebook tab and engage the potential customers at the venue itself. I think it is just a waste of time creating another webpage for this. I went to the website for this initiative and it is just a holding page with the winners name on it and a making-of video, same as the one shown above.

Such activities should be permanently featured on a “GLAM TAB”, “HALL OF FAME TAB” or whatever it is that a brand may want to call it , so that the new fans can take a sneak peak into the cool, useful and fun things done by the brand and continue to the official website to find out more.

And, what if I “LIKE” the page and then I “UNLIKE” later on in hope to ‘LIKE” it again and win the car? I wonder how this was monitored, I guess with the unique Facebook ID this must be possible. But if not, then it is cheating in a way I believe. It must sound weird but there are people out there who would really want to WIN a MINI COUNTRYMEN no matter what, specially when it is as easy as hitting a Facebook LIKE.

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