Brilliant idea from MINI, part of a campaign called MINI Getaway Stockholm 2010.

The concept is that iPhone users download the app and hunt a virtual MINI in the city, if you get 50 metres to the car, it becomes yours. BUT anyone else who gets within 50 metres to you once you have it, they takes it from you.

Cue people running around the city trying to get away from each other.

The person who has the virtual car by the end of the week wins a real MINI!

If this competition comes to the UK I’m going to go hide in the woods until I win the car.

By the way, the agency Jung von Matt is claiming this is the world’s first geolocation multiplayer reality game, I don’t think that’s true.

Campaign site: http://www.minigetawaystockholm.com/

[Via The Planning Lab]