Since launching in 2001, MINI’s market share and brand awareness had been low. When MINI launched the Countryman with the global concept ‘Getaway’, our challenge was to drive Swedish awareness sky-high and create MINI evangelists. And sell more cars, naturally.
We created the world’s biggest iPhone reality game, transforming the streets of Stockholm into a living game board.
The creative output:
For seven days Stockholmers went MINI mad, hunting out a virtual car in the hope of winning a real MINI Countryman.
We created an iPhone app showing the location of the virtual MINI, your position and that of your opponents. If you got within 50m of the virtual MINI, you could ‘take’ it with your phone. Then the chase was on. You had to getaway. Fast – because anyone within 50m could steal the car off you.
Every day offered a new chance to win: the player with the virtual MINI in their phone at 8pm each game day won a real MINI to drive for a week. And the player who got away with the virtual MINI as the game finished won a real MINI Countryman. As the clock ticked away the final hours of play, Stockholm was jammed with gamers.
The campaign result.
The game created astonishing interaction with the MINI brand. 11,413 people played our getaway challenge, transporting the virtual car nearly 1,500km around the city. The average game-time was over 5 hours per player. Social buzz exploded just minutes after the app was launched on App Store. And while the game was played exclusively in Stockholm, followers from 90 countries were glued to the game on our campaign website.
The long-term result:
Overall MINI sales rocketed by 92% in the first six months after the campaign, compared to the same period the previous year. By means of comparison, total car sales in Sweden increased by 48% in the same period – meaning MINI sales performance was almost double that of the industry.
Brand awareness increased by 131% and MINI purchase consideration increased by 350% during the first year following the campaign.
Additionally, MINI Getaway was the world’s third most-awarded campaign in 2012.
Tokyo: The next destination for MINI Getaway.
Following extraordinary success in Stockholm, the campaign was transported to Tokyo. This time the game was played on a much bigger scale: the playing area was 240 miles square, or 32x larger than the Stockholm ‘board’. The app was also rolled out to Android users.
Also, take a look at our other work for MINI – MINI AT WORK.