Mini kicks off 2011 branded driving contest

The initiative will invite contestants from around China to come together on tracks to show off their driving skills over the coming four months. The contest will play out across three stages of various driving games. The winner will be the participant with the highest accumulated score and will claim the use of a new Mini for a year.

The bulk of the participants are expected to be existing Mini owners; however, non-Mini owners will be able to use designated Minis from dealerships.

According to a statement from Interone, the aim of the challenge is to offer people a fun, exciting driving experience in line with the Mini brand spirit.

The experiential element will be supported by a combination of TV, print, online and outdoor media, as well as dealer communications. Interested parties are able to register via the Mini China website.

The initial 'Mini Chinese job' campaign was launched in the market last year. Mini operates around 50 dealerships across the country.