Following the launch of the MINI One and MINI Cooper by BMW AG, the objective was to create a high-quality, in-depth online special for the MINI Cooper S. This feature focuses on communicating the outstanding driving fun and product substance of the MINI Cooper S within a media environment in keeping with the premium status of the car.While people have to go through any number of car websites to glean information about the product (taking into mind that users can narrow their search down to certain topics), visitors to the Cooper S online special can find out about the car by watching the film, which supplies information in a linear manner. The target group consists of internet users ages 17 and upwards who see themselves as post-modern individualists.