Every now and then you come across a campaign idea that’s seriously cool, and those ideas can’t always be Old Spice… But this new alternate reality game / iPhone app combo from MINI in Sweden is very very cool indeed.
The game challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an iPhone app and your own two legs. The catch is, you have to get within 50m of the virtual MINI to hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the virtual MINI after 7 days of 24/7 gaming, you’ll win a real MINI Countryman!
The MINI Getaway ARG is currently live and I’m watching the action on a real time map here!