The MINI Countryman Wanderlust campaign is an initiative that encourages fans from all over the world to escape the everyday routine to discover something new and embark on an adventure.
"The MINI Countryman embodies the Wanderlust feeling like no other MINI model," said Jim McDowell, Vice President MINI USA. "And the company is launching this interactive campaign to demonstrate how anyone, not just MINI Marketing, can take part in the fun and express what Wanderlust means to them."
During April and May 2011, MINI will sponsor up to 18 invitation-only Wanderlust events, designed and hosted by influencers. Activities will range from surprise concerts and parties to fun with food and art, and the MINI Countryman will be actively involved in each one.
The first Wanderlust activity has already taken place near Los Angeles, as well-known surfer and manger of Mollusk Surf Shop Chad marshall and 25 of his closest friends headed to Leo Corillo State Park for a nighttime surf and beach party. Six MINI Countryman chauffeured participants and their gear to the beach for an unexpected Sunday evening of fun.
In addition to the sponsored events, fans are invited to submit their own Wanderlust event ideas online. And if they turn their ideas into real events, they have the chance to win a 2011 MINI Countryman at the end of the campaign. Additional weekly prizes will be given away for ideas that earn the most community votes. The deadline for entries is 27th May 2011.Published 8 April 2011