With the London 2012 Olympic games less than a year a way, BMW have launched their first social media marketing initiative using the Mini brand, according to an article published by Marketing Magazine.

Utilising the Official Mini Facebook Page, the car manufacturer want their fans to upload cheers via a specially designed “virtual infinity stadium” feature.

These sound effects will then be downloaded to MP3 players, which will then be given to athletes – along with a collection of public messages of support.

As part of the initiative Mini will also be touring the UK with sound booths innovatively created from Mini’s latest model – specially designed to commemorate the 2012 games.

Providing top-level sponsorship for the London 2012 Olympics, BMW is set to provide around 4,000 cars to both athletes and officials for use during the games.

BMW’s marketing director, Richard Hudson, previously stated that the German car manufacturer was looking to change consumer perception of the brand through its sponsorship of the games.

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