Mini is one of those companies that have been in the forefront of mobile marketing from the very beginning and have launched several remarkable campaigns. But in this occasion I would like to rescue this one from last year because with it they took mobile marketing one step further by letting consumers take part in a great on+off event to win their own Mini. A blended advergame based on geo-caching, it really hit the massmarket and truely showed how mobile gaming can be used in a simple and fun way. 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. This reality game was so successful because it challenged you to do the impossible: if you stayed at least 50 metres away from everybody else in Stockholm city between October 31st and November 7th 2010, you won the then new MINI Countryman…. Enjoy the case study in this video: [ame=http://www.youtube.com/watch?v=dt9OlGq3gWU]MINI Getaway Stockholm 2010 - Case study‏ - YouTube[/ame] My favority players… the guys in the helicopter. Next time, I will be there with a Jet, hahaha Regarding 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. Source - Marketing Weblog
It would have been really cool if the iPhone would let you "virtually" shoot anyone that got close to you and put them out of the game? Maybe in the U.S. version. Jim