Tag Archives: on to off to on

Idea of the day: On to off to on. But with fire.

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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..

Idea of the (yester)day: a website made flesh

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Well, bricks.

For the launch of Toyota’s much-anticipated (by some at least) new coupe, the snappily titled FT-86, they’ve built the web’s ‘fastest painted website’. Another nice instance of ‘on to off to on.’

[Nerd aside: the name of the car harks back to a much-revered road/race car from 1983 called the AE-86. This is the sort of thing that happens when single men are allowed to run an entire category unsupervised.]

Possibly some translation issues here, but the concept itself is actually quite interesting. It’s a graffiti-style mural that incorporates things like a countdown to the car’s release at the Tokyo motorshow, live tweets & mentions, and the pleasingly low-fi addition of two flashing lights that produce a physical signal when someone likes or tweets online. The whole thing is constantly streamed via a webcam, and areas of it actually hotlinked so you can click on the car, etc.

Whilst the actual implementation may not be to everyone’s taste, there seems to me to be an interesting indication here of where digital outdoor, social & PR meet.

Have a go on it here: http://bit.ly/sYkF4k