I had heard about the new Mini campaign, with the Hammer & Coop webisodes, a few weeks ago, but I have to admit: I only got around to checking them out last night.
They're really well-produced and shot (good quality, like the BMW films they've been compared to), and entertaining. The Mini (Coop) is a co-star in the Starsky and Hutch/Knight Rider inspired program. Very cute. The campaign also has a Second Life presence, and cool accessories, like T-shirt iron-on decals I recently read about.
As an example of branded entertainment, this is about as good as I've seen in recent memory. If a brand is to dabble in producing original content, it better be good , or it will fall flat on its face (hi bud.tv).
(And it's all the brainchild of our friends at BSS&P, whose Influx Insights is always required reading).