All The Wrong Places was a global campaign rolled out in all of MINI’s 70 online markets, with a key focus on the US, UK, Japan, Italy and France. The key challenge was to balance the branding with entertainment, ie. if we want a savvy online audience to interact with minutes or hours of our content, it is unlikely to be successful if it was too highly evident that product features were highlighted during the narrative.

Therefore, the All The Wrong Places episodes focused on the missions, the experiences and the people. The MINI was an adventure accomplice, a natural part of the story, without taking centre place – a brave move on behalf of a brand.In order to satisfy the need to promote the MINI, separate advertorials were created for each episode as supporting content, highlighting a different feature appropriate for that particular mission and location.

ALL THE WRONG PLACES is a social media based, branded content series, where we sent the new MINI, a host and 5 Co-Pilots recruited through MINI Facebook on unwise Missions across the globe.

Japan, South Africa, Peru, Sweden, Jamaica. They brought back crazy stories people wanted to see, and share. It was the first time MINI put their Facebook fans in front of the camera.We partnered with VICE to tap into their global youth network. Vice.com online banners, VICE Facebook posts, Twitter, Digg, StumbleUpon, Reddit, print ads in VICE Magazine, global press releases, as well as content distribution to key syndication partners drove people to the campaign. MINI FB banners and YouTube True View ads were also used.To promote ‘1 to 1 to many’ sharing, our 6 month editorial calendar and weekly communications plan engaged MINI and VICE social media communities through Facebook, Twitter, MINISpace and VICE platforms.

Every week, for more than 7 months, millions of fans across the world rode with us to All The Wrong Places:The social media activity alone has generated over 3m video views.More than 5,833 days of unique MINI Coupé and Roadster adventure content has been consumed online. We scored write-ups in The New York Times, The Huffington Post and other world-renowned media outlets.Most importantly we’ve achieved our KPI - 101% increase in our key audience of younger guys aged 25 – 34. (MINI Facebook Insights)New MINI Coupé and Roadster have boosted the masculine adventure ‘halo’ for the MINI brand, and are now themselves synonymous with unexpected driving adventures.