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Virtual Mini, real sweat

October 29, 2010 - 13:14 — Laurent Haug

Are you in Stockholm in need of a workout? Then participate in the MINI getaway game...

Download the iPhone app, see where the virtual Mini is. The virtual Mini is a fellow player who "owns" the vehicle until somebody gets closer than 50m and steals it. Keep the "car" for a week and a real Mini will be waiting for you.

This is a nice marketing stunt using alternate reality gaming, a game where the "real world" is the platform. I would be interested in knowing the actual figures of how many people will bother playing. It seems like an insurmontable challenge unless all players get bored and stop playing, which is not necessarily how you want your winner to be determined.

Did you know? Gaming will be the theme of a session at Lift11. We will talk about the myths and realities behind "gamification", transmedia and how to engage users with games.