In celebration of the Queen’s Diamond Jubilee, LIDA, the direct and digital marketing specialist, has created an interactive Facebook app, called ‘MINI Royalty’ as part of the MINI CRM programme. Targeting existing MINI customers and fans, it will offer their followers the chance to wave from a specially designed MINI ‘Royal Balcony’.

Scheduled to launch exclusively on Facebook this week, the app is designed to engage MINI fans as it plays on the idea that MINI customers are, in fact, royalty to MINI and deserve a place in the spotlight.

Keeping to the Jubilee theme, customers are encouraged to take and upload a photo or film of themselves performing their best Royal wave, where they will be added to a digital ‘Royal Balcony’ so they can wave to the world. To boost customer interaction MINI fans can share their wave and the app with other Facebook users, whilst their Royal wave will also appear in their Facebook newsfeed.

Fans are also incentivised with daily majestic prizes like VIP tickets to the Goodwood Festival of Speed, and suitability regal weekly prizes including clay pigeon shooting, champagne afternoon tea for two.

To further promote the activity, MINI will distribute emails – created by LIDA – to existing customers inviting them to take part. The brand also aims to maximise awareness and amplify the message via Facebook advertising.

Sarah Walker, social web and community marketing manager at MINI, says: “With this communication we are looking to develop an engaging dialogue with our customers that reaffirms their passion for the brand. We wanted to leverage MINI’s British Heritage to tie into the Queens Jubilee.”

Nicky Bullard, creative direct at LIDA, added: “The MINI Royalty app is a fun and intimate way to show just how much MINI’s customers mean to them.”

LIDA is responsible for MINI’s entire CRM programme, from prospect acquisition to customer retention, across direct, digital, social and mobile channels.