MINI Copper Getaway - Hunt, Catch, Escape And Win
What happens when you turn a virtual game into reality and at the same time drive brand engagement with new and current customers ? MINI created the following cool idea called "MINI Getaway Stockholm", whereby individuals could download the app and participate in the virtual game to win a real MINI.
The idea:Hunt, Catch and escape with the virtual MINI in Stockholm city using your iPhone app.
The mechanism
- Step 1: Challenges individuals to hunt for the virtual MINI via their iPhone
- Step2: Take the virtual MINI once individuals are within 50 meters
- Step 3: Run ! Everyone and anyone within 50 meters could take the virtual MINI away from the individual
With the winner driving away a new MINI Countryman after 7 days of gaming without losing the virtual MINI to anyone else.
Updated
So how's the MINI Getaway Stockholm response you say ?
MINI Getaway Stockholm 2010 - Day 1, 2 and Final
Points to ponder
- How do you further drive brand touch points with your consumers via alternative channels ? Is it possible ?
- If Yes - how do you attribute the success after which ?
- And how do you further tapped into the alternative channels on a on-going basis and not a one time based effort ?
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