The MINI is an emotional product. The brand has to be experienced.As a component in the marketing mix ESC58 - a co-operation of the company's escape and fifty-eight - has designed a BRAND GAME.The MINI GAME "Rush around the Roundabout" is focusing on the roundabout as the very part of the road where the MINI feels best. Here the MINI - and hence the player - knows his way around and supports the other road-users charmingly and a little cheekily.Needless to say that the MINI GAME is part of the communication strategy of the MINI brand and as an online game it is integrated in the existing overall MINI Brand Design. The game is tailored to the car and its image.The objective is to strengthen the cult image of the MINI with the help of a game of similar character so as to convey the brand values as well as the exceptional technical features of the car.

All this boils down to a funny game that simply is a lot of fun and invites everyone there is looking on www.MINI.com to a short moment of gambling every now and then.