MINI have been associated with a number of social media campaigns that think outside the box. Ranging from getting smartphone users to play a frantic chase game of cat and mouse to giving a lucky fan the chance to create their newest advert, the company knows how to be simultaneously fun and unique as well as appeal to social media fans.

Now Mini in Belgium and Luxembourg have created another unique campaign to highlight its Facebook page called ‘Fan The Flame.’ Held in the car park at the Brussels Motor Show, a brand new MINI Belux is placed on a slope and held in place by a thick rope. A bunsen burner is placed underneath the rope to burn it but the clever part is that this is powered by Facebook likes.

For every ‘like’ the MINI Belux Facebook Page gets, it remotely ignites the flame for a brief period. When the rope eventually breaks, the person who’s ‘like’ caused it will win themselves the MINI.

It’s a great idea but it’s probably not the easiest campaign to get started as users would be reluctant to be the first few to start it off since it effectively rules them out of the competition. However, the ability to see your flame burn the rope through their live stream does add an air of excitement as you’ve no idea when exactly the rope is going to snap.

The campaign was developed by Agency.com/TBWA in Brussels.