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May 12, 2006

MINI video viral

glue London create personalised video viral campaign for MINI.

glue London have created a viral campaign for MINI to tie in with the launch of the new MINI Cooper S JCW GP Kit. Using video application combined with a remarkable level of personalised content, the viral has been created to showcase the new model.

With tongue firmly in cheek the concept for the viral centres around the idea that men aren't real men anymore due to the rise of the metrosexual. Users are asked to visit the website http://www.aveaword.com/ where they can nominate friends who may be demonstrating unmanly characteristics. The unsuspecting friend then receives a personalised email from their friend advising them that 'someone wants to ave a little word'. At the website they get a personal video message from a character who seems to know a lot about them including their job, girlfriend's name and most importantly their worst crimes against mankind. They are encouraged to 'sort themselves out' and are encouraged to enjoy the visual feast of the MINI Cooper S JCW GP Kit model for inspiration.

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