It is well known, and actually common practice, that a product launch should not solely speak to the target market but must also somehow excite them. At the request of Mercedes-Benz, we took this concept literally and came up with Urban. Hunt. A mixed reality game as full of adrenaline as a Hitchcock thriller, it motivated thousands of players to relentlessly run through the streets, setting entire cities in motion. With the Mercedes-Benz as the «Hunter» close on their heels, the players all shared the same goal: to be the last one standing and to take the «Hunter» home as their prize.

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