If you find yourself in downtown Berlin you may notice a big crowd gathered around a photo booth wearing headphones. No need to be alarmed, it’s just a new, super smart marketing campaign from Mini that puts you at the heart of a billboard in Berlin and gives you the chances to win a Mini. If you live in Berlin, you can become part of the mini by entering a photo booth beside the billboard or, if you’re inconveniently located elsewhere, you can go to Mini’s Facebook page online to take part.

Campaigns that feature the consumer front and center are not a new concept but campaigns like this one that seamlessly integrate Facebook are propelling the user experience to a whole new level. This Mini billboard campaign has managed to not only create buzz in Berlin but also all around the world as citizens of any country can participate online. One of my favourite parts is probably the most subtle feature; participants are required to wear headphones which highlight the Mini’s snazzy mirrors. This is a great concept that is sure to generate a lot of buzz and excitement!