Outside the show, which runs from January 12-22th, a Mini Countryman has placed on a 15% slope, held in place via a thick rope.
A bunsen burner has been placed under the rope, which is connected to a live streaming app. Every 'Like' generated creates a burst of flame that chars the rope in real time.
If your 'Like' is the one that releases the car - you get to keep it.
In order to carry out your 'burn', you're directed to a seperate website called Fan the Flame, which displays a league table, live video stream and 'challenge zone'.
Contestants receive points for participating and for sharing a link to the contest with friends. They can then use these points to challenge people ahead of them and move up the queue.
MINI's Social Interactive Social Installation At The Brussels Motor Show
Fan the flame!!! Econsultancy says -
