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How Your Questions Get Answered When You #asktheNEWMINI

How Your Questions Get Answered When You #asktheNEWMINI

It's open forum this season for The New MINI. By simply posting a question on any social media platform with the hashtag #asktheNEWMINI, you can challenge The New MINI to invent a personalised answer in the form of a 15-second video.

"Where's your swag?
"Wanna hang out?
"Can you twerk?"

Fans have asked and the New MINI has answered.

While the conversation plays out on the web, a 3000 square meter airplane hangar in Munich is buzzing with offline activity, prepping each short. This is homebase to a 10-man crew of creative, all of whom get busy each day drafting storyboards in response to fan questions, shooting and cutting the films and discovering a lot of cool facts about The New MINI in the process.

How Your Questions Get Answered When You #asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI #asktheNEWMINI

It takes about one week to go from fan query to polished response. At the start of each week, 10 questions are chosen from the many that come through. The New MINI loves in particular those that pose the most fun driving challenges.

After letting ideas fly during brainstorming sessions, the top 10 is narrowed to five. Then, the final storyboard gets sketched out and set into motion.

#asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI

Since The New MINI of course doesn't actually speak, the team has to think outside the box each time they craft a response. Thankfully, The New MINI has excellent stage presence and every movement can have the feeling of a gesture - from the illuminating displays of the Centre Instrument to the tread marks of burnt rubber it happily leaves scorched across the concrete.

With each answer, the team shows how MINI loves going the extra mile when it comes to connecting with its fans around the globe.

How Your Questions Get Answered When You #asktheNEWMINI How Your Questions Get Answered When You #asktheNEWMINI

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#asktheNEWMINI

All images © MINI

--
2014 MINI Cooper S

Fuel consumption combined: 5,8 - 5,7 l/100 km, CO2 emission combined: 136 - 133 g/km, more information.

MINI.com/newMINI/

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