MINI France was launching its Facebook page and asked us to advise on the best way to bring to the network its global strategic idea: the art of entertainment. MINI France didn’t want more passive likers; rather likers who were happy to be there, to share, and to be part of a vibrant and active digital MINI community. The MINI France likers we wanted were brand lovers, willing to discover a fan page offering a ‘Be MINI’ experience. MINI’s Facebook page was to be like the MINI itself – nonconformist, eccentric and, above all, fun.
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