London – Vice magazine and car manufacturer Mini are launching a campaign called All the Wrong Places, giving fans of the magazine the chance to take a road trip that will be filmed and turned into a travel programme.
Four winners will take part in individual mystery tours in Japan, South Africa, Peru, Sweden and one secret location in the new Mini Coupé with a driver known as Adventure Man.
To enter the competition participants will log on to a Facebook page to submit a story about why they would make a good co-pilot, and the stories with the most ‘likes’ on the page will win. The programme’s first episode will be aired on Vice.com on 14 November.
For more about how publications are merging the roles of readers and writers, read our Future Media Landscapes macro trend.