Mini Cooper were looking for a fun way to build brand loyalty and community. Armed with an existing network of loyalists, we got to work to build a Mini Cooper fan club with a twist.

For Mini loyalists, their car is much more than just a car. Instead, it’s part of the family and viewed almost like a pet. With this insight, "Adoptamini" was born. Through user-generated content, Mini fans were invited to search for four-legged soul mates for their four-wheeled friends, and post about it. The campaign went viral and culminated in a live event where loyalists who engaged with the campaign were able to meet their ‘adopted’ pets face to face.