Nikon Partners with MINI to Offer VR Experience

Nikon Partners with MINI to Offer VR Experience

The marketing partnership will provide virtual reality driving experience for new cars via the Nikon KeyMission 360 Action Cam.


Tokyo, Japan—Nikon Corporation’s Imaging Business Unit is collaborating with carmaker MINI in a global marketing partnership. The result will be joint marketing initiatives and content creation for Nikon’s KeyMission action cameras and the MINI Countryman car.

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

Nikon KeyMission 360

“The KeyMission action cameras and MINI Countryman embody the spirit of adventure and of experiencing life to the fullest. The brands also share the passion for storytelling,” a joint press release stated. “In the journey to collect experiences, the MINI Countryman is an enabler of new stories, driving outside the ordinary. The KeyMission 360 is the perfect companion for documenting them in seamless 360° videos with 4K UHD quality.”

Furthermore, the agreement seeks to benefit both partners reciprocally. MINI integrates the KeyMission 360 in various stages of its marketing and also press activities. This includes exclusive footage and media drives to social media as well as point-of-sale campaigns. Using the KeyMission 360, MINI will bring new perspectives and immersive experiences to customers. Additionally, this will be possible even before the cars are physically in the showrooms.

Conversely, the KeyMission 360’s optical and imaging technology will be clearly demonstrated through the immersive, full 360° videos of the Countryman.

Nikon KeyMission and MINI Countryman: Perfect Partners

“Unique and authentic experiences—off the beaten track—become more and more relevant to people,” explained Marc Lengning, head of MINI Brand Management. “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 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,” said Birgitta Olson, general manager, Global Marketing & Research Strategy Division, Imaging Business Unit.

“We are very excited about the partnership. In the true spirit of exploration and collecting experiences, we will work closely to uncover real stories and share them in immersive detail.”