MINI Cooper

To help drive awareness and engagement, and to increase Likes on Mini’s Facebook page, Olson partnered with Taxi 2 and The Media Merchants on this incredible experiential marketing initiative.

Giant, fully interactive Mini “vending machines” were projected on building sides in five downtown Toronto locations. Each projection posed the question “Which Mini are you craving?” while displaying nine different models, along with corresponding traditional vending machine codes.

Passersby were asked to choose a Mini and text its code to 24680. By doing so, they triggered their selected Mini to drive around and make its way down to the bottom of the vending machine–by parachute, by pinball flippers, even by “driving through” the projection itself. When the animations were finished, participants were sent a text message inviting them to check out Mini’s Facebook page.

This effort has generated both serious buzz and hundreds of thousands of media impressions, and has even earned a prestigious Gold OBIE.

Interaction