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.
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.
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.
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.
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.
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