Introducing the MINI Paceman: the new SUV coupé on the block. Like its discerning, demanding man-about-town audience, the latest MINI is full of style and personality. But with so many car brands queuing on their driveways, how could we get them up close and personal – and inside – the Paceman?

As avid mobile and tablet users, we put the Paceman in our audience’s hands by partnering with Shazam. The Paceman primetime TVC triggered an immersive HTML5 mobile web experience.

In-phone gyroscope technology enabled a 360° look inside and outside the Paceman, highlighting key design features. The Chase the Paceman adventure challenged our audience to race through the city streets, overcoming obstacles and taking the unconventional route to earn a higher Pace Point score, which they shared via their social networks.

Other roads led to the experience, such as targeted NFC, Telegraph and Guardian iPad takeovers, plus rich media mobile banners.

The results? Our switched-on audience switched on to Paceman. Over 300,000 unique visits to the mobile and desktop platform, and over 100,000 interactions with the mobile site, put more than 2,000 people behind the wheel of the Paceman. We hit 63% of MINI’s annual leads targets for the Paceman in the first month, and found that using a mobile-driven campaign, rather than traditional desktop, tripled the conversion rate.