April 27, 2011

MINI Getaway Stockholm - a Social Media Success

Photo cred: Erik Mörner

I'm sure you will appreciate this post since it's going to be a bit different than the others. I've thought about starting to share with you some live examples on how social media works and what you can achieve using it.

I came across the advertising agency Jung von Matt from Stockholm. As Emma Hutchings wrote in this blog post, the creative agency won numerous awards for this creative and innovative modern-day brand building idea. I'm talking about the Getaway Stockholm campaign for MINI.

The prize - a brand new MINI Countryman.

The rules
To get in the race for winning the real car you needed to download an app into your iPhone. App users could then view the location of a virtual MINI on a map of Stockholm, and once within 50 metres of it, could claim the MINI for themselves and then run away from the other participants who could try to steal it. At the end of the 7 days campaign the person with the virtual MINI in his possession won the real car.

The results
The game was followed in 90 countries, 11.413 people took part in the game and the MINI "traveled" almost 1.500 km. I'll let you discover the rest of the story from this video:

What are your thoughts about this social media campaign ?


About The Author:

My name is Cristian Anechitei but you’ll inevitably just call me Chris.

I work as a Senior Marketing Specialist for a B2B marketing consultancy company called NNC Services where I get to do what I like the most: help businesses grow, meet new people that are working on some interesting new projects and learn lots of stuff every day. I enjoy playing video games, watching good movies and creating new business ideas. I like to think of myself as being a problem solver, solution finder and overall positive attitude individual.

If you have an idea that you'd like to share or just want to say 'hello', feel free to connect with me via LinkedIn, Facebook or Twitter.


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