The Sweds tend to come up with quite a few nice mobile marketing campaigns lately. Remember the MINI Getaway?

Now there is a campaign for the Swedish Post called „Sweden’s safest hands“. Using your iPhone, it’s your task to safely deliver virtual parcels around the city:

Nice idea, but I really wonder, how these campaigns deliver in terms of actual KPI. As playful and involving as they might be – they seem to be very complicated for reaching a large audience.

It probably wasn’t the intention in the first place. Yet somehow I get the feeling that the viral spread of the case videos are the main objective of the communication strategy…

Nevertheless, I like the playful, gamification aspects of both cases!