The 40 store owners each launched their own campaign, in which they tried to collect as many likes as possible on MINI.nl/40. This included the use of online banners, paid and unpaid social media posts, store communications and even customised MINI sweets. And they were successful as almost three million people viewed the campaign. And all that without spending a single media budget euro. In 2014, our idea received a Zilveren SpinAward in the Online Campaign category and was a Cannes Lions finalist in the Social Commerce Activation category.