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Young & Shand is a Digital Marketing Agency based in Auckland, New Zealand. Founded by Ben Young & Duncan Shand we create and deliver remarkable marketing campaigns. With a word of mouth focus, we digitally leverage your marketing strategy to deliver customer engagement and business growth. Everything starts with a story so read ours.
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…
Related Posts:
Marian Schembari
Marian is a Digital Account Manager at Young & Shand. Connect with me on Google+.
Mobile: 022 063 3996 Email: marian.schembari@youngshand.com
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