MINI Spain was looking for a way to promote brand's new concept, Not Normal, while also giving people a chance to test out their newest models. In response, we created MINI Bowling, the world's most Not Normal bowling tournament, where the car is the ball, and you are the driver.
What started out as a social media brief became an integrated campaign which included TV, radio, an online game and a nationwide event.
Drivers in four Spanish cities got the chance to skid into the final against ten 11 foot pins, in MINIs especially equipped for drifting. The winners from each of the classifying rounds competed in the main event in Madrid in April 2014.
To promote the event, and link it to people's natural urge toward mischief, we produced a spot with the concept: "You may not know it, but you've been training for this for a long time." as well as an app on Facebook where users could compete in a virtual game of MINI Bowling in order to qualify for the final in Madrid.