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 ?
