Caja Madrid wanted to talk to its clients, and wanted its clients to talk about Caja Madrid. And above all, make sure that clients talked to each other about Caja Madrid.

The objective was to generate conversation, interact and get clients to share more than just their finance.We launched a game: Find Your Mini. A real-time and multi-platform contest using 3 different platforms: Facebook, Panoramio and the campaign web www.nomina2038.esDuring 12 days, we parked 12 Minis in 12 different cities in Europe and we took photos. We uploaded the photos to Panaramio and geotagged their location. We gave out 4 clues on Facebook to help clients find the MINI and the ten fastest contestants of each day who registered the correct coordinates participated in the drawing of the MINI.As a result of the campaign, Caja Madrid’s Facebook fans multiplied by 10 in only 15 days. 57% of the contestants found the photos. Interaction among contestants and their comments was five times higher than the historic average. 97% of the comments were positive.

Step-by-Step:1. We parked 12 Minis in front of emblematic places in 12 different cities in Europe.

2. During 12 days, we uploaded the photos to Panaramio and geotagged their location.3. In real-time, 4 clues in Facebook guided the contestants to the photos in Panoramio.

Each clue referred to: finding the country, finding the city, finding the emblematic place and finally finding where in Panoramio the Mini was parked.The campaign ran according to plan, although interaction and user participation was higher than expected.

- Caja Madrid’s Facebook fans multiplied by 10 in only 15 days.- 57% of the contestants found the photos.- Interaction among contestants and their comments was five times higher than the historic average.

- 97% of the comments were positive.