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MINI Getaway

Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Applications & Sites / 2011

MINI launched the new Countryman with the ‘Getaway’ concept. For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm. You used an app where you could see the location of the virtual MINI, Palmqvistall other players and yourself. If you got within 50 metres of the virtual MINI, you could grab 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.

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