MINI wanted to celebrate the achievement of 50,000 fans on its Facebook page. The main value of Facebook is to let brand interact with customers and brand lovers so we decided to move that interaction to a physical level.We created a video story whose actors are people who work at MINI in Italy and fans of the car.The fans were recruited with an online and offline casting.

Through Facebook online casting we received more than 500 applications and we chose 10 actors and actresses at the end of a full day casting with 50 people in the remarkable and private Martini Terrace location in Milan.The interactive video story was located on a website http.//50000friends.mini.it that simulates a Facebook private profile of the player.The website was presented to automotive and lifestyle press, a huge number of MINI fans and bloggers focused on marketing and advertising.During the presentation every fan who acted in the video story was awarded with a MINI car for one week.A press release was emailed to all blog and web magazines focused on Facebook.The website was launched on March 23rd. In the first 10 days, 3,600 consumers visited and played with application.

First step was to create the online casting application on Facebook and spread it through: www.facebook.com/MINI.ItaliaIn the meantime, we recruited social media users who are very active on the web and interested in the MINI brand, with the aim to make them participate in the casting and possibly the shooting.We invited journalists to the shooting.The fans who acted were awarded with the car during the launch conference and they had a remarkable reaction in front of journalists. It helped them to participate at a very unconventional conference.

In the first 10 days - analytics:- 3,600 consumers visited and played with application- Posts by MINI Italia about the initiative: 19- Posts by MINI Italia fans about the initiative: 60 - Total comments on Posts: 195- Total likes on Posts: 805- The application: http://50000friends.mini.it was shared on Facebook 399 times- The application earned 104,768 free impressions on Facebook- The application earned 196 engagement actions- Username and password to login for analytics in "Confidential Information"