MINI’s first Super Bowl campaign since their USA launch, featured celebrity owners as iconoclastic as the brand itself. Developed in partnership with BSSP, our team was responsible for all the digital, social, and mobile content and community management, which included fresh updates every week leading up to the game. On game day, we set up a war room at Twitter HQ so we could engage with fans and brands, in real-time. The effort generated millions of views, and an impromptu brand volley with Coca-Cola.