I’m always a fan of things that make a literal link between the digital & real worlds, and this idea from Mini combines this link with everyone’s favourite element.

As we speak, a Mini Countryman is suspended on a stand at the Brussels motor show using a stout-looking rope. By ‘liking’ the Mini page on Facebook, you get one shot of flame to try and burn through the rope, and you can see this play out live. Whoever’s flame finally burns through, wins the car.

What’s nice about this above & beyond the execution is that it is traditionally quite hard to get anyone other than car geeks to care about motorshows, or even realise they are taking place. By using the Brussels show as a backdrop, Mini can serve some new model news from the show to people who wouldn’t otherwise have any time for it.

Video showing how it works below, or log on to Facebook and have a go – although be warned, there’s a bit of a queue..