Back in 2010, Stockholm, Sweden was transformed into a living game board for seven days and nights as games were brought to life with the MINI Getaway Campaign. This large scale, capture-the-flag game, challenged players to hunt and catch a virtual car while staying 50 meters away from all other participants. The prize: a brand new MINI Countryman. The campaign was created by the advertising agency Jung von Matt and mobile agency Monterosa to introduce the new car. The video below describes the game in detail.
MINI hit the bulls-eye with this innovative campaign, engaging over 11,000 players, making countless impressions and reaching over 100,000 blogs worldwide. After seeing such large success the first time around, would it be a smart idea for MINI to reuse the game in another location, or should they quit while they were ahead?
In late 2011, the Getaway Game moved over to Japan, this time giving away one of their already popular cars, the MINI Cooper Coupe. The initial concept was exactly the same as the Stockholm version, with a few changes, including an expansion of the game playing area, the addition of two more days, and Android phone app functionality, allowing more people to get involved.
How well do you think this would do a second time around; Would it be just as popular in another city? And is this still “press worthy”? See the Japanese Game results and why or why not repeating an idea can benefit your brand [here].