# Urban Survival Competitions Mercedes-Benz Challenged 3,000 People to an Urban Hunt in Zurich By Laura McQuarrie | Published 2015-06-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/urban-hunt References: [adsoftheworld](http://adsoftheworld.com/media/ambient/mercedesbenz_urban_hunt) & [gross-stadt-jagd.ch](http://www.gross-stadt-jagd.ch/) 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](https://www.trendhunter.com/trends/mercedesbenz-world) 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](https://www.trendhunter.com/trends/scratch-earth). 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](https://www.trendhunter.com/trends/mercedes-benz-3) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 27% | Activity: 68% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### 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. ## Related on Trend Hunter - [Branded NFT Treasure Hunts](https://www.trendhunter.com/trends/game-on.md) - [Luxury Vehicle Test Drives](https://www.trendhunter.com/trends/mercedesbenz-world.md) - [Free Urban Adventure Games](https://www.trendhunter.com/trends/urban-adventure-games.md) - [Gamer Rescue Experiences](https://www.trendhunter.com/trends/jeep-rescue-squad.md) - [Automotive Parking Lot Pop-Ups](https://www.trendhunter.com/trends/parking-lot-pop-up.md) - [Mixed-Reality Treasure Hunts](https://www.trendhunter.com/trends/mixed-reality-treasure-hunt.md) - [Limited Collaborative Streetwear](https://www.trendhunter.com/trends/hiddenny-x-ugg.md) - [Interactive Luxury Brand Storytelling](https://www.trendhunter.com/trends/mystery-at-the-grooms.md) - [Health-Focused Scavenger Hunts](https://www.trendhunter.com/trends/mucinex-scavenger-hunt.md)