2.  In Stockholm, hunt and catch (picture) a
Mini Countryman car
 Download the App and find the Mini
with your Iphone
 When your are 50m away from the car,
click on « Get away »
 Geolocalization is updated according to
everyone’s move, so you can see where
your competitors are

3.  Keep the virtual Mini in your phone
during one week and win the Mini
Countryman!
 Real & Digital worlds merging into one!

4.  Entertaining, funny game: hunt
 Consumer gets involved: a prize to win
 More than 11,000 people participated
 Buzz & communication about the brand:
hundreds of thousands discussed the
campaign in social media
 90 countries followed the game on Mini
website
 Creation of new communities: « Mini
evangelists »

5.  Fast Food restaurants
 Multi-store retails
 Supermarkets
 Hotel groups
 Concert & events
=brands/groups targeting young people in
big cities

6.  Find the right people according to their
preferences & desires
 Offer an interesting benefit to the audience
 Identify a relevant place context & define
times according to the potential impact
 Keep a simple focus: easy to use
 Be social & build relationships
 R4: Right people, right activities, right places
and right times

7.  Number of people participating
 Communication, advertising, buzz on
social media (comments & likes on
Facebook for example), presence on
newspapers, creation of communities…
 Revenue, increase of sales on the long-
term

8.  Yes, but only to big hotel groups, not to
independent ones
 Reason: several hotels involved in a
potential game of geolocalization
 Prize to win: voucher, hotel night
 Awareness of the event bec. more and
more people get informed about hotel
offers and book online (smartphones &
app)

9.  Hotel industry: identify the consumer’s
preferences according to the place he
or she is