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Client: MINI
Creative Agency: Butler Shine Stern & Partners
Media Agency: Firstborn

MINI is an automotive brand that is recognized worldwide. When their ad agency, Butler Shine Stern & Partners in San Francisco, wanted to develop a fun and viral microsite, they called on Firstborn to develop a site called MINI Mail. The goal was to incorporate the functionality of customizing one of the various MINI models, and then have that customized car zoom into action, writing out a short email message by burning rubber in a parking lot environment. The message could then be sent to a recipient who would then be prompted to go to the site and burn out their own message with a car they themselves customize.

Using the power of Flash and some creative backend scripting, Firstborn successfully developed a site that achieved all of the goals expected by the client. Each letter was carefully mapped out according to the way the MINI performs on the road in order to make the site visually pleasing and true to the brand. The task was not an easy one as each car had to have the ability to be customized in several different ways; a mini version of that car then had to have the ability to cleanly drive around and spell out a message typed in by the user in order to send to a friend. Firstborn is well known for its ability to solve complex issues within Flash, and MINI Mail was one of those complex sites that needed special attention in order to achieve a seamless and fluid experience.
-- Michael Ferdman, co-founder and president, Firstborn

The MINI Cooper is one of the coolest brands out there-- and the MINI Mail microsite developed by Firstborn and Butler Shine Stern & Partners is a smooth and savvy viral piece that truly integrates the product into the experience. It's an excellent extension of the main website.

Firstborn's flash prowess makes the personalization process elegant and fun as the site turns the product (a car) into a writing utensil, allowing consumers to send viral messages. The whole piece flows seamlessly. It's quick and easy… smart and intuitive… and just edgy enough. Sound like appropriate brand attributes to me, don't you think?

I did experience some pop-up blocker issues when trying to view the email that was sent, and I wish the site had a bit more info about the product (i.e., specifications, pricing, et cetera) somewhere on the site. A more visible cross-link to the main site would have been beneficial as well-- to close the "conversion loop". But overall, the site is a great viral piece that truly personifies the brand.   
-- David Heidenreich, EVP, strategy and marketing, Ripple Effects Interactive

I like the design elements of this campaign, and the fact that you can customize the car. I felt' the need to browse through all different customizations. And, of course, it's pretty neat when the car burns out your message. The campaign was fun to watch, and the overall campaign gave me a good impression of the MINI brand.

One thing I was concerned about is that you have to fill in the complete e-mail form before you can see the actual animation. Asking a visitor to fill out a form ahead of time, including their email address, might lose some potential customers.
-- David Eriksson, creative director, North Kingdom