Viral Marketing Campaign for BMW's Mini

Just discovered a viral marketing campaign for the MINI brand in the UK, called MINI BROTHER. It's a strange variation of the TV show Big Brother, where participants are sitting in a MINI...


The campaign was realized by WCRS's Meme Digital.

Is that new ?

Update: Oops, it's not new. I just checked my messages from Viralmonitor and saw there that MINI BROTHER was launched back in June... Well, looks like it didn't went all too viral- at least not outside Great Britain...