MINI: Getaway Stockholm
Open the game- Brand
- Mini
- Objective
- Engagement
- Industry
- Automotive
- Agency
- Monterosa
Objective
MINI Sweden launched an innovative location-based mobile game to promote the MINI Countryman during a pivotal week in Stockholm. The campaign aimed to create viral engagement and drive purchase intent through gamification, combining the brand's driving spirit with mobile technology and competitive real-world interaction.
Solution
An iPhone application that created a real-world treasure hunt across Stockholm. Players hunted a virtual MINI Countryman on a live map and 'captured' it when they came within 50 meters of its location. Once caught, players had to keep the car in their possession for one full week while other competitors attempted to steal it. The player who maintained control of the virtual car for the entire week won a real MINI Countryman vehicle. The game combined GPS tracking, real-time multiplayer competition, and location-based mechanics.
Results
The MINI Getaway Stockholm campaign ran for seven days and was a location-based mobile game where participants used iPhones to locate a virtual MINI in the city.
