Midrand. MINI has launched a global marketing campaign using individual virtual-reality technology. The premium automotive brand is showcasing two 360-degree short films, which allow viewers to roam freely in virtual space. MINI will therefore become one of the first brands to harness the huge potential of virtual-reality (VR) technology for top-quality storytelling. This move also underscores the brand’s positioning as an innovative company that explores new directions in communications.
The two six-minute short films “Real Memories” and “Backwater” are available on YouTube and the campaign website www.mini.com/360 in more than 20 countries worldwide. The films are being promoted through YouTube pre-rolls and on various social-media platforms, including Facebook, Twitter and Instagram.
The films were shot in Barcelona using a custom stereo rig with nine RED Dragon cameras offering a combined resolution of 14k. A custom 7 GoPro camera rig was developed specially for scenes inside the car. The films can be viewed directly online in a browser or on any smartphone with an installed YouTube app. They will also be available shortly for Samsung Gear VR and Oculus Rift virtual-reality viewers.
For the global marketing campaign, MINI has started distributing more than 140,000 MINI Virtual Reality Cardboard Viewers for free worldwide (the viewer is based on the new version of Google Cardboard presented this summer). For the local campaign visit www.mini.co.za/360, this will enable you to register for a VR viewer via a preferred dealer.
In addition to the two VR films, the campaign website also features other exciting video content: two trailers, a making-of video and brief clips of the actors discovering the features of the MINI Connected system during breaks in shooting.