1. For seven days everyone with an iPhone can hunt a virtual MINI in Stockholm city.
2. If you get closer than 50 metres from the virtual MINI you can take it with your iPhone.
3. Get away – the person with the virtual MINI in their iPhone when the game finish wins a real MINI Countryman.

Background
MINI launched the new MINI Countryman with the global concept “Getaway”.

Challenge
Create MINI evangelists.

Solution
The world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.

Campaign
For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city and win a real MINI Countryman. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 metres of the virtual MINI, you could take it with your iPhone. Then you had to get away, because anyone within 50 metres could take the MINI from you. The person with the virtual MINI in their iPhone when the game finished won a real MINI Countryman.

Results

• – During the game week 11.413 people participated.
• – The virtual MINI was transported nearly 1.500 physical kilometers.
• – Average gaming time was 5 hours and 6 minutes per person.
• – People from 90 countries followed the game on our website minigetawaystockholm.com.

Step by step
How it worked.
Click here to view step by step

Campaign site
Screen dump from when the game was live.
Original Swedish version.
Note: It’s not possible to click on links.
Click here to view the campaign site