In Brief

Getaway Stockholm 2010 was a very popular scavenger hunt/ ad campaign created up by Swedish company Jung von Matt.

In October we covered the MINI Getaway Stockholm ad campaign that took place, offering the chance to win a new MINI Countryman. This was a unique social media game, like a scavenger hunt, and people in Stockholm could download an app to take part. App users could view the location of a virtual MINI on a map of the city, and once within 50 metres of it, could claim the MINI for themselves and then run away from the other participants or ‘enemies’ shown on the map who could try and steal it. At the end of a week, the person with the virtual MINI won a real one. The campaign was a huge success, with people from over 90 countries following the game from the website. 11,413 people took part in the game and transported the virtual MINI nearly 1500 physical kilometres. The average playing time per person was 5 hours and 6 minutes.

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