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Buick Plays Hide & Seek in China

Press Release   •   Oct 05, 2012 15:47 SGT

Hide & Seek - The new app from Shanghai General Motors, invites grown ups to play hide-and-seek in a revolutionary way. The adrenaline rush isn't the only thrill of the game - players also get a chance to win Buick's luxury crossover, Encore.

Monterosa and Ogilvy Shanghai are the agencies behind the concept and campaign that immediately has become one of the most downloaded apps in China. 

Anders Fardigh, Creative Director at Monterosa, says "Hide-and-Seek has always been a thrilling game for kids all over the world.  We added a car brand and the latest mobile features to the equation - and everyone wants to participate - all over China." The mobile game runs in the 16 biggest Chinese cities over 10 weeks. Players use their smartphones with Augmented Reality to find hidden cars in the streets. The ultimate mission is to find new hiding places for the found cars and making it difficult for others to discover them.

"The game, which is targeting China's 80s generation has shown some great initial results, with download numbers already in the hundred of thousands range after only 1 week of game play", says Sascha Engel, National Director, Ogilvy Digital Labs 

One winner in each city - the one who hides the car for the longest time - will get a brand new Buick car to drive for the coming 2 years.

The App has already received massive attention in different media. Check out the links below to find out more: http://www.psfk.com/2012/09/buick-ar-cars-hide-and-seek.html
http://vimeo.com/49539651

Carl Norberg, MD at Monterosa, says "Mobile is quickly becoming the ultimate relationship tool and one of the most important media channels for brands to connect and engage with consumers in the US as well as in China. The consumer wants - and deserves - irresistibly intoxicating solutions and Monterosa’s mission is to deliver exactly that!“

Download the app at: http://itunes.apple.com/app/encore-quan-cheng-da-sou-cang/id558659190?mt=8

Monterosa is an independent full-service mobile agency. We help define our clients’ mobile presence and shape their market appeal. We’re all mobile, no matter the choice of platform or product.

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