MINI Getaway

The world’s biggest reality game on the iPhone transformed Stockholm city into a living game board.

MINI engaged with its audience in a campaign that proved to be more than just another free car giveaway. It required people to get up on their feet, download the iPhone app, and start running to keep their virtual MINI. More than 11,000 participated in the hunt spanning over 7 days. The game has (literally) evangelized the people of Stockholm into MINI evangelists.