Fans can compete via Facebook to become the 'co-pilot' in MINI's series of web documentaries, All The Wrong Places. Created by BSUR Amsterdam and production company VICE, the series follows host Elliott Bambrough on a voyage of cultural discovery in exotic locations: the first episode takes place in Dekotora, Japan and features 'an extreme version of truck-pimping'.

In each film the host will have a mission and will be accompanied by a 'co-pilot' chosen via a social media competition. His co-host won her place via a Facebook campaign, and future co-pilots will also be chosen via liking the brand on on MINI's Facebook page, where the next four films will play. The crew will travel to Peru, South Africa, Sweden and Jamaica, with a new film uploaded every three weeks.