As official partner of the Red Bull Crashed Ice, MINI welcomes you to the coolest event of the year. About 25.000 people saw the battle between the bravest ice skaters of the world. With speeds up to 70 km/h on a 400 meter track full of bumps, turns and obstacles. MINI captured the great atmosphere and brought the location-based event to the world.

With an innovative and real-time social sharing experience we connected the offline event
to an unlimited number of online friends. At the MINI square we placed Facebook pillars where people could login to their Facebook profile by using a bracelet containing a RFID chip. Within just a few steps they could make a picture, become MINI fan and share it on their personal wall. Just as simple as it sounds ‘Likes’ were gained throughout the event. As a reward VIP tickets were raffled with which the ice cold race could be watched from the VIP section.

A new innovative experience at an amazing event.


Made possible by:

Adriaanse/ van Kuyk Brand Events
Creating an eventful world of brands

Dorst & Lesser
Social Media Agency

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