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MINI, the British car company, wanted to burnish its position  as a company aimed at "the aspirational creative class." To do that, 10Ten crafted a "care package" chronicling the then-nascent world of Virtual Reality. The package included a VR viewer and a 50-page bespoke magazine sent to a select list curated by Fast Company magazine.


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This package of custom journalism drove 4.2 million views to MINI's two VR films embedded on its website. It also was recognized as one of the 10 Best Branded Content Partnerships of 2015 by Ad Age magazine.