Stockholm based agency Jung Von Matt have developed a really clever promotional campaign to launch the new MINI Countryman. They have created an iPhone app called “Getaway Stockholm” which allows the city’s iPhone-brandishing residents to play a reality game and be in with the chance to win a new MINI Countryman.
The idea is that you use the app to chase a virtual MINI Countryman. You can see on the app your location relative to that of the MINI. Once you’re nearby you tap to ‘catch the MINI. But the game doesn’t end there. Once you’ve managed to ‘catch’ the MINI the challenge is to keep it. You have to keep at least 50 meters away from everybody else playing the gamee as they can snag the car back. The person who has the virtual MINI in their iPhone after the game week ends wins the real car.
It’s a clever concept which makes great use of mobile technology – the app becomes the focal point of a fun campaign, creating ‘talkability’ around the brand and sustaining the interest of the public and creating PR opportunities across a week. It will be interesting to see how many people download the app and take part.
This video was released to explain the game. All the fun kicks off this Sunday and the game will be played for a week.