Racing is in Our Blood

MINI John Cooper Works

Apps / Products - Brand Activation - Digital Experience

Race on with MINI John Cooper Works racing game



To celebrate the arrival of the racing-inspired MINI John Cooper Works with the automatic gearbox in the region, MINI wanted to create an opportunity for people to experience the racing DNA of the JCW brand.



In urban areas in Dubai, Imosion Creative created an interactive social racing game that reflected the racing heritage and go-kart feeling that John Cooper works is known for. Players competed against each other using IPADs as steering wheels and logged their scores in real-time on the Facebook leaderboard and shared with friends after the race on their social feed. The activation was hosted in a pop-up car activation at Dubai’s JBR’s The Beach and was played and broadcasted live using peer to peer technology on a large LED screen. The ranking was displayed on the screen between rounds. Winners had a chance of winning a weekend test drive of the fastest road MINI ever produced, the MINI John Cooper Works GP.


Fan engagement was felt online and on the ground with queues of guests lining up for their chance to play the retro-styled game and get the chance to win the weekend test drive and with test scores posted on their social feeds.


Guests competed


Test drive registrations


Lucky Winners