Sometimes people want something "unusual" in their life

So MINI offered something cool.

MINI | Getaway - The Stockholm Hunt

We saw this clip in the lecture as an example of an interactive campaign.  How cool is that! 

Anyone who has an iphone can join this game and you can get a MINI for free if you win.  

This reminds me of a Japanese TV programme by the way.  It's like a hide and seek game by using a whole town.  And if you manage to escape until the end, you can get money! 

But this MINI's campaign is so much cooler.  I think it was held in many countries in Europe.  

I really want to do this kind of campaign in the future.  It grabs audiences' attentions so quickly and strongly.  That's the main point of short term campaigns.