Are You a MINI Lunatic?

It is hard to believe that 10 years have passed since BMW introduced the “new” MINI Cooper. In honor of this birthday, MINI has created a promotional online video game, set in outer space called “MINI Lunatics.”

Could you drive your MINI to the moon? Of course not, but before you laugh consider this: if your MINI has 252,000 miles (or more) on its odometer, it has driven the distance between the Earth and the Moon. Enter MINI Lunatics. Input your vehicle’s mileage and the MINI Lunatics game will dock your MINI in the “MINI Space Station” in accordance to your odometer reading. This offers users a visual depiction of the distance their MINI has traveled in its lifetime, and how close the MINI would be to reaching the moon from Earth.

To encourage participation, MINI has random prizes hidden in certain docking stations, offering an element of excitement to the game. What’s more, the game has seven hidden words contained within random objects floating “through space.” Users click on these objects (eg. spaceship, cow, cheese) to reveal small cryptic messages. The lucky winner who determines the hidden words will win the grand prize - a family trip to Cape Canavera, home of the Kennedy Space Center!

This spacey concept stems from BMW sales figure that show approximately 300,000 MINI vehicles sold in their ten-year existence. BMW estimates that the total combined vehicle mileage of every MINI sold would be comparable to 33,000 round-trip lunar voyages!

Again, MINI has gone out of its way to create a unique, interactive way to engage its consumer base. The MINI Lunatic campaign may be “out there,” but the success of MINI’s zany campaigns prove that they know their audience best.

Want to become a Lunatic? Play for yourself!