MINI Chase the Paceman
Open the game- Brand
- Mini
- Year
- 2013
- Objective
- Product launch
- Industry
- Automotive
- Mechanic
- Adventure
- Platform
- Mobile web
- Agency
- iris Worldwide
Objective
MINI launched the "Chase the Paceman" interactive mobile campaign to build awareness and drive test drive intent for the new MINI Paceman model in 2013. The experience combined vehicle exploration with casual gaming mechanics as part of the broader "Design with Bite" launch campaign.
Solution
An HTML5 mobile web experience featuring two main components: a 360-degree interior exploration of the Paceman using device gyroscope, followed by an urban rooftop adventure game. Players navigated nighttime city streets, jumping and tapping to overcome obstacles like laser-shooting owls and giant rats, collecting Pace Points and power-ups. Gameplay included mechanics like leaping the Thames in their Paceman or transforming into a Monster MINI. Users could share their scores on social media, with a Tokyo trip offered as the grand prize.
Results
Not published.
