Our Thoughts

Idea Snapshot: MINI Getaway Tokyo

December 6, 2011 by Marian Schembari

One of our favourite ideas ever has arrived in Tokyo! Last year’s MINI Getaway Stokholm was a raging success and now it’s back – bigger, badder… better?

The Idea

This alternate reality game has the perfect combination of real-world application and new tech. Playing involves: download the app, get within 50 metres of the virtual MINI, click “Take The MINI Now” and run as fast as your little legs will carry you. Because if anyone playing gets within 50 metres of you they can take the MINI back.

After a whopping nine days of virtual/real-life gaming you win a (real) MINI Coupe.

Why It Works

MINI sales in Sweden increased by 108% last year and over 11,000 players participated. The equally impressive aspect is that 11,000 users didn’t just see a billboard or play a Facebook game. They spent an average of 5 hours and 6 minutes engaging with the brand. No wonder sales increased so drastically that quarter.

We can’t wait to see how Japan reacts. The game has been altered slightly, mostly because there is now an Android app and, well, Tokyo is 240 square miles, making it almost 32 times bigger than Stockholm. The game started on the 3rd of December so only a few more days to see who comes out on top!

The only problem we have with this campaign is that it hasn’t hit Auckland. A girl can dream…

 

Tablet Devices a Dead End for Innovation

September 22, 2010 by Nathaniel Flick

An engineer friend told me a few years ago that car design is headed inevitably toward an egg shape. All the forces involved lead you in that direction. It’s easy to produce, aerodynamic, and safe but it’s not unique or original. In fact, most cars are looking more and more alike because his prediction is coming true. (more…)

Checking In is the new Loyalty

August 29, 2010 by Nathaniel Flick

Back in the days before the mobile internet, an outing to the shops or the pub was planned ahead of time. But now I have Location-Based Services like Foursquare, Twitter, Groupon and GroupTabs, and mobile phones are everpresent, there’s no longer any need to plan, just show up where the bargain is, and get in on the action. Your friends are doing it and doing it in droves. (more…)