I love when friends send me cool things they hear about all over the world (thanks Heidi) and this one definitely deserves a shout out. Not surprisingly, this one is from Mini, a cool company that excels at putting together camaigns that create conversations, engage their desired audience and do it with a high level of good old fashion entertainment and fun. 

MiniSpace is the official name of what they are up to next - which will see a NYC rooftop transform into a cool, creative space where a series of events will take place over a 10 day period.  The line-up includes a variety of DJs, fashion events, competitions and during the day, even yoga gets a shout out.  It's like a mini Olympic competition with a variety of events taking center stage each day and night. People simply register to attend some events until it sells out, others are special VIP invites for some of the bigger events in the line-up.  Morning sessions are all about yoga, than mid-morning its just an open house for whatever wants to come in (free wifi included), around lunch time on most days there are cool speakers and workshops that people can register for and each night is a different something that meets the right creative, inspiration, motivation standard for the whole effort.

Mini has brought in some extra brand-halo power with the likes of Dazed and Confused, Good and V magazines each having their own themed events, and further connecting Mini with the cool readers of these magazines.  

The campaign has a few ways for consumers to get involved - one is a "become a DJ on the rooftop" which asks DJs to upload some of their recent sets and another element has people submit designs for a chance to have them recreated on the rooftops of mini cars that are used as shuttles for VIPs to the rooftop.

Lots more I'm sure will unfold as this kicks off on September 4.  So if you live in NYC I'd definitely find time to go check this out or start chatting with your friends to see if you can score a VIP invite for one of the night events.  All in all, another great example of a brand created a controlled environment to express the brand personality and engage and entertain consumers in a whole new way.  

PS - and for a different example of mini madness in action, check out with the brand did in Beijing!