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Mini: Getaway Stockholm

Probably the worlds first fun mobile geolocation multiplayer reality game.

Advertising Agency: Jung von Matt, Stockholm, Sweden
Executive Creative Director: Johan Jäger
Art Director: Daniel Wahlgren
Copywriters: Magnus Andersson, Erik Wingfors
Planner: Leon Phang
Account Director: Jan Casserlöv
Account Manager: Ida Modin
Visual Director: Daniel Forero
Graphic Designer: Jon Palmqvist
Project assistant: Elsa Bernadotte
Production agency: Monterosa, Suddenly
Published: October 2010

36 comments

morse's picture
morse
16993 pencils

This is really good. Looks like a lot of fun for the participants.

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Guest's picture
Guest

i would say looks like a lot of fun for the interns;)

morse's picture
morse
16993 pencils

Clearly the video is staged, but I'm sure it was as much fun or more in real life too. Hunting and being chased like that brings out instincts that are buried deep inside us and when surfaced give us immense excitement.

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Guest's picture
Guest

absolutely great idea

Guest's picture
Guest

Excellent, brilliantly simple idea!
(10 person project team - really? Job title bandwagon.)

HappyHour's picture
HappyHour
2381 pencils

bring it to nyc! (and change the distance to about 10 feet ;)

Guest's picture
Guest

Amazing idea!

Guest's picture
Guest

very old idea, quite boring.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Geeez, lovely ;p one week is pretty long though. I'd move to the Sahara if I got the virtual Mini! Great idea. Key for the execution will be to have many people know about this contest though.

iwannatalktosamson's picture
iwannatalktosamson
701 pencils

Awesome. Awesome.

Guest's picture
Guest

I wonder what happens if you switch off you phone.... do u loose the mini? do u have to have the app running all the time?

Guest's picture
Guest

There's a distance limits and Sahara is out of it.

DBB's picture
DBB
1216 pencils

Awesome !!!

Guest's picture
Guest

Nice idea! But I'm thinking the only way you manage to not get caught is to book a 50 m radius estate for a weekend and ensure that nobody with the app trespasses. Otherwise you're kinda going to have to sleep with one eye open.

Guest's picture
Guest

The game rules allow the game host to change the location of the Mini, as well as give it back to the player who had it before the current one to prevent cheating. Since breaking the law counts as cheating, hiding in a way that forces other contestants to break the law probably counts as cheating as well.

Also, you only need to hold on to the Mini as the contest closes in order to win the real car.

Guest's picture
Guest

The day I come up with an idea this good I'm going to retire.

sirvan's picture
sirvan
29860 pencils

Like.

Although, I'm sure in the US the lawyers would like, too :P

+++

"I love some things, and don't love some other things."

chriswaghorn's picture
chriswaghorn
9 pencils

This is an awesome idea!!

Sushi lover's picture
Sushi lover
907 pencils

very cool idea. and great potential participation!
I will definitely play that game just for fun. Also, the MINI contryman is so attractive.

Dream needs to be big!

Guest's picture
Guest

i love the idea and the interaction with GPS, GEOLoc its the future

bi_sign's picture
bi_sign
262 pencils

Wow i like it

Guest's picture
Guest

Love the song

Diplodokus's picture
Diplodokus
1810 pencils

Nice! Although it reminds me of this: http://www.youtube.com/watch?v=7LKVvLaeaYI

Prime83's picture
Prime83
497 pencils

Sweet!!

AssassinX's picture
AssassinX
1329 pencils

I HAVE TO SAY: IT'S FANTASTIC! BRAVO!

Guest's picture
Guest

Whats the soundtrack? I love it. Great idea.

Guest's picture
Guest

Do you discover The soundtrack name? I love too

thedesignaddict's picture
thedesignaddict
5409 pencils

Inspiring work. 10/10

velle's picture
velle
1550 pencils

I love this so hard.

Guest's picture
Guest

I had the Mini for 5 minutes when I discovered someone dropped it at the city limit. But then a Mini chased me and took it from me. How ironic.

velle's picture
velle
1550 pencils

well, damn.

Guest's picture
Guest

coooool

Guest's picture
Guest

does anyone know the music or is it tailored to the spot? Shazam and Soundhound couldn't pick it up.

Saand's picture
Saand
150 pencils

Sweden!!!

KbxAdz's picture
KbxAdz
934 pencils

wow, super fun, what about at night, can the people sleep, or will someone snatch the mini from them in their sleep? i hope the game is active during day only. or if they make it 24 hours then they should reduce it to 2-3 days instead of a week

You Are What You Expect

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