Considering that drivers need to be a certain age before they are able to take part in a car test-drive, simulated experiences are becoming a popular way for automotive brands and dealerships to appeal to the next generation of drivers—years before they are ready to get behind the wheel of a car.
In Spain, MINI created an experience called 'INSTADRIVE' that takes place entirely on an Instagram account. In order to play up the fact that MINI has hundreds of ways people can customize its cars, the campaign is set up in the style of a Choose Your Own Adventure series.
The cartoon-inspired adventure takes users on a fun journey that is tailored to a user's preferences in music, companions and destinations.
MINI's 'INSTADRIVE' Recreates the Driving Experience on Social Media
Laura McQuarrie — August 19, 2015 — Autos