With an app in hand, it's easy to transform a city into the grounds for an urban hunt. This is exactly what Mercedes-Benz did for its 'Urban. Hunt.' (Gross. Stadt. Jagd.), inviting over 3,000 people to explore the streets of Zurich in a live-action video game format.
Players were challenged to stay in the game as long as possible by seeking out the best hiding spots and avoid spotted and "bombed" by the hunter, none other than the Mercedes-Benz CLA Shooting Brake. Using their phones as a guide, people were able to see where location of the vehicle in order to evade it.
It took the Mercedes-Benz vehicle more than three hours to pursue the final standing player, so when he was handed the keys to a brand new Mercedes-Benz CLA Shooting Brake, it was well deserved.
What Makes This Trend Stand Out
- Urban Adventure Games
- Brands can create a memorable experience by leveraging mobile apps and challenging people to explore the city in a live-action video game format.
- Virtual Reality Tourism
- Augmented reality and immersive technologies can be leveraged to give urban and non-urban audiences a chance to experience the excitement of racing and exploring different cities.
- Interactive Marketing Experiences
- Brands can create engaging marketing experiences by using innovative tactics, such as gamification, to create meaningful connections with consumers.
Sectors Adopting This
- Automotive
- Car brands can leverage urban hunts as a way to display their latest models and showcase the performance of their vehicles.
- Tourism
- Travel agencies can integrate urban hunts as part of city tours to provide an interactive and engaging experience for travelers.
- Marketing
- Advertising agencies can leverage the gamification of marketing events as a way to increase consumer engagement and build brand recognition.
