BMW Mini drives users to zebra steaks, literary salons
By Steve Mullins. Wide open. BMW Mini has launched its first iPhone application, Openness, to promo the new Mini convertible as part of its Stay Open campaign. The app encourages users to try out the new by offering offbeat guides to UK cities, including London, Manchester, Birmingham and Edinburgh, in addition to 400 less-than-unusual experiences – such as going to a Mexican wrestling match, or signing up to a literary salon.
To get the app up and running, users have to first opt for their level of openness, with options ranging from ‘new to this open thing’ and ‘more open than most’ through to ‘open is my middle name’. Openness will then offer the requisite experience. Those unsure just how adventurous they are feeling when facing the touchscreen can go ahead and shake the iPhone for that random experience.
“Whether it’s scoffing a zebra steak, rendering a naked person in pastels, or dressing by lucky dip, there’s no shortage of ways to show your Openness,” says BMW. “Sort through them, save them for later, or dare a friend to do them instead.
