With MINI Bowling, we turned those boring test drives into a unique and unforgettable experience so many of the brand's fans, who up until that time had only followed the brand via the Internet, actually went to the dealerships to try out a real MINI. Plus, we did it in a way that only a brand like MINI can so as to reinforce the brand's positioning.

The campaign was developed in 3 phases.

1st phase:

We created 4 giant bowling alleys in 4 of the most important cities in Spain: Zaragoza, San Sebastián, Seville and Granada. Our fans could test drive a MINI while competing for a position in the Grand Finale. This phase lasted 4 weeks.

2nd phase:

MINI Tweet Bowling. A responsive online game for those who were not able to come to the cities so they too could compete for a spot in the grand finale via the Internet. The game lasted 1 month.

3rd phase:

The best MINI Bowlers in Spain gathered on April 25th, 2014 for the Grand Finale in Madrid, where we created an even bigger bowling alley full of details, and after burning some rubber, hundreds of fans enjoyed an unforgettable party.

The campaign was a success and doubled the number of leads in comparison to the previous year.

942 Test Drives

1,213 Leads, twice as many as the previous year

47,686 Games of Tweet Bowling played

€523,797 Earned media

35,316,979 Impressions