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Hunt for a MINI

Who doesn’t love a totally unique and orignal advertising campaign that involves consumer participation on a physical level + the use of current technology?

I sure do. And MINI’s newest promotion, created by the Jung Von Matt agency, has done just that.

Starting December 3rd, MINI fans can literally run around Tokyo (it was Stockholm last year) using their MINI smartphone apps to hunt for and ‘capture’ a virtual MINI coupe. Once a competitor has caught the MINI they have to stay at least 50 meters away from their competition – thus a lot of chasing and escaping ensues. The last person holding onto the virtual MINI coupe at the end of the competition wins – a real MINI! Let the hunt begin…