Mini 'Mini lunatics' by Lida

Mini has launched a digital media campaign, created by Lida.

Mini drivers will be sent an e-mail asking them to register their details and input their Mini mileage, before being "fired into space" towards the "space dock", which appears on the landing page.

Prizes are available throughout the site, with the chance to win a holiday to Cape Canaveral in Florida.

Traffic to the site will be additionally driven by Twitter, Facebook and posts on Mini owners' online forums.