To launch the new MINI Countryman, we created the world’s biggest reality game on iPhone. 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
The campaign created astonishing interaction with the MINI brand:

• – 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.
• – Hundreds of thousands discussed the campaign in social media.

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