To launch the new MINI Paceman,as the new darker, mischievous urban MINI we created a OOH and interactive Shazam TVC to launch an in-mobile experience.

Viewers got up close to the car’s features with a interior 360° gyroscope and got to race in a night-time driving game, to win 5 sleepless nights in Tokyo to give the Paceman a spin.

Over 10,000 shazam tags, over 140,000 interactions with the mobile experience meant that over 3,000 people got inside the MINI Paceman for real. In the first month delivered 63% of the Paceman lead target for the year.