Brief Explanation

To bring the playful element of the Mini, we created a sound-activated augmented reality Virtual Mini Driver. We sent out DMs in the shape of a steering wheel, directing users to virtualminidriver.com where they could use it to drive a virtual mini. The fun starts when they accelerated. They had to use their voice—speaking, singing, shouting into the microphone. The louder they were, the faster they drove. After the session, our yelled-out users were invited for a real test drive. No yelling required, (although screams of delight would be acceptable). JUDGES: This entry has Additional Material