Flashmobs might be so five years ago, but
MINI‘s latest campaign to promote the new Clubman, (i.e. “the other mini”), adopts the concept for an online series of videos. Starting tomorrow, 28 September 2007, at 4pm BST, they will release a weekly 15-second surrealist interpretation of an everyday event that will only be available on The Other View site for one minute—if you enter three seconds in, you will see the video three seconds in.
Air times are irregular so to help you not miss it, they came up with this clock widget that counts down the time in seconds until each video begins. It’s a clever way of taking viral to the next level and from the sneak peaks we’ve seen so far, there’s some art direction worth watching the widget for.