Some brands are striving to unite people, and some of them encourage consumers to keep away from each other. MINI, the brand of small urban cars, is inviting its fans to search for virtual automobiles in Stockholm while keeping as far possible from the people around. The goal of the new promotional game dubbed “Getaway Stockholm” is to spot the virtual cars and do not let it slip out of your ‘hands’ right into those of your ‘enemies.’ The only thing participants can do to keep the virtual auto is to run away from the location where they’ve found it. The fastest and nimblest participant of the unique project will get one MINI Countryman as the grand prize.

The location-based mobile game, which will be rolling out from October 31 through November 7, is played on a great iPhone app called “Getaway Stockholm,” which can be downloaded from iTunes for free. The goal of the urban competition is the following: you spot one virtual MINI Countryman with the application, get closer (the minimal distance is 50 meters) and ‘grab’ it. By doing this, you are not a hunter any more—now you become the prey. Once you’ve snatched the item on the screen, rush away, because anyone within the same radius can take his mini from you. If in the end of one-week period you still have one virtual car, the brand will give you a real one. The rules of the chase are explained in a video.

The hilarious campaign was developed at Jung von Matt Stockholm, an independent Stockholm-based ad agency. As for now, the project is designed only for the capital of Sweden, will we hope it will be soon taken to other big cities as well.