According to the MINI Brand identity and its very discerning target audience, a site and campaign had to be created, characterized by a high degree of innovation and distinctiveness.This was realized through exhaustive use of the technological capabilities of the latest mobile devices in the first pan-European mobile-site with Flash elements. The cross-media campaign was both unconventional and cutting-edge.-use of QR-codes in print ads-outstanding staging and ad formats on mobile websites-broadcast of the first interactive TV-spot on McDonalds in-store TV Not just MINI was enthusiastic. Almost 50% of the visitors were referred by recommendations.