To develop VR driving experience.

Nikon has announced the launch of a global marketing partnership with MINI to collaborate on a series of marketing initiatives and content creation for the new KeyMission series of action cameras and the recently announced new MINI Countryman.

Through a collection of real-life experiences documented on the KeyMission 360 and enabled by the new MINI Countryman, the partnership aims to inspire and encourage exploration and sharing of these experiences in 360 degree detail.

Nikon KeyMission 360

Content filmed using the Nikon KeyMission 360 will be utilised by MINI across various on and offline channels throughout the course of its “ADD STORIES” campaign, which calls on viewers to go out and try new things.

MINI head of brand management, Marc Lengning said, “Unique and authentic experiences become more and more relevant to people. The new MINI Countryman will take them almost anywhere to create such experiences and Nikon’s KeyMission 360 is the perfect partner to capture them.”

Nikon general manager of global marketing and research strategy, Birgitta Olson said, “Nikon has a heritage of innovation and delivering unique experiences. With MINI, we have found the perfect partner as we share many values like authenticity and excitement for going out and experiencing the world. We are very excited about the partnership and we will work closely to uncover real stories and share them in immersive detail.”