Leave it to MINI to come up with the coolest contest I’ve seen yet in the location based marketing space.

Users download an app then locate a “virtual MINI Cooper.” Once found, they can “grab” the vehicle and add it to their app. Anyone else who happens to be within 50 meters can grab the MINI from the owner. Then, they simply need to get as far away from anyone else playing the game so as not to lose ownership of the vehicle.

Hold on to the MINI for one week and you’re the winner of a real MINI Cooper Countryman.

Unfortunately, fans of MINI in the US can’t play, it’s only happening in Stockholm. Step it up US based agencies; the Europeans are eating your lunch.

Very creative, very interactive and very cool.