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.
How we spread the word about MINI Getaway Stockholm
- 1. We posted a promo film on YouTube, explaining how the app worked. It quickly got over 100 000 views.
- 2. We teamed up with a radio station. The radio hosts talked about the campaign each day the week before it started, and followed it during the whole game week.
- 3. To create PR we collaborated with one of the world’s most successful and hyped gamers called Tejbz, with over 129 000 likes on his fan page. He gamed and spread the word to his fans.
- 4. We also used radio and print ads to make people take part in the game.
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.
- – Sales increased with 108% the first quarter after the campaign (record sales in Sweden).
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