Follow the White Rabbit: An Online Adventure

Follow the White Rabbit An Online Adventure
To celebrate the MINI Cooper and its British heritage Mini have created a Follow the White Rabbit banner ad campaign.

It takes you across some of the most random British sites on the web including the dating casualty site - Settle for Brian, The 100 worst album covers ever, Roundabouts of Britain, the Museum of Food Anomalies, and Sausage Fans.

Users will find a 3d animated MINI which comes down a tunnel.

It drives out of the ad, does a 180 turn onto the page and then drives back into the ad stopping in front of the tunnel again revving the engine.

As the user moves their mouse towards the car, it starts going towards the tunnel until the user clicks when it drives back down the tunnel and then out onto the next page.

The MINI adventure online strategy encourages users to stray away from their everyday surfing habits and takes them on an online adventure.

When they click on the ad, it does not take them to the MINI site, but to an interesting site that they would not normally have seen.

When they get to this site, they see another MINI ad, when this ad is clicked they are taken to yet another weird and wonderful site and taken to a total of 4 different sites.

No single adventure is the same.