Hands on: Mini’s iPhone/iPod “Liquid Assets” game

Published January 28, 2009 by Zane Merva

Filed Under: Marketing & Advertising, Tech

Seeking to lure tech-savvy buyers into Mini Dealerships, Mini Financial Services has launched a game for the iPhone/iPod Touch called Liquid Assets. Interested in how much fun the new game is- we fired up our iPod Touch and gave it a go.

The basic premise of Liquid Assets is to save your coins. The goal is to get as many of your coins in various Mini models as you can. The coins act like they are floating through water, hence the “liquid” portion of the game’s title.

You can move the coins around through either tilting your iPhone/iPod or by pushing water jet buttons on the four corners. Three levels of difficulty are avaliable: Easy, Medium, and OMG. The objective is to land a certain number of coins into Mini cars while dealing with various obsticals or situations. You have a time limit for each level. Beat that time limit and you not only get bonus points but bonus time for the next level.

Eight levels each have a different theme. You can avoid everything from windmills to aliens. One level even has a Gone In 60 Seconds reference.

The game is clearly more of a marketing tool than engaging entertainment. On easy I blew through all eight levels within 10 minutes. There’s no “end” and when you “beat” the last level the game simply starts again at level one. During each level’s recap you can choose to find a Mini Dealer. Clicking the option brings up Google Maps with local dealers plotted around you.

All in all- not something we could play for hours with. However, kudos to Mini for actually making it a game first and a marketing tool second.

Liquid Assets, by Mini Financial Services is avaliable on iTunes for free right now.

Mini Liquid Assets Game Hands On: Exclusive photo gallery / screen captures

Mini Liquid Assets Game In Action (Mini Released Video)

Official Press Release

Get more MINI. Keep more “Liquid Assets.”
January 26, 2009. In the spirit of providing iPhone and iPod touch users with some MINI-centric fun, all while encouraging them to hold onto more of their coin, MINI Financial Services today launched “MINI Liquid Assets,” MINI’s take on an old-school favorite, available for download at no charge from the iTunes App store.

“MINI Liquid Assets” is a fun, interactive game modeled after the traditional encased water jet games we all played as children, infused with the MINI brand and intuitive controls that take full advantage of the advanced capabilities of the iPhone and iPod touch user interface.

“The iPhone App is a natural fit for the large cross section of MINI drivers and Apple enthusiasts,” explained Jim McDowell, Vice President of MINI USA. “We think “MINI Liquid Assets” is going to put a smile on people’s faces — a little like cruising around town with the top down on your new MINI Convertible.”

Manipulating the face buttons on either side of the screen, players use streams of water -- fully accompanied by bubble sound effects and music -- to avoid obstacles and guide their precious coins into the safety and comfort of their beloved MINIs. Whether avoiding sharks in the fish tank-themed level “Don’t Feed the MINI” or aliens in the Area 51-themed level “Restricted,” “MINI Liquid Assets” offers easy to-pick-up gaming with three difficulty settings: “Easy,” “Medium” and “OMG.”

The game features the full model line of MINI vehicles, including the new MINI Convertible (featured in the London-themed level “Cheerio” with actual Big Ben sound effects) and the MINI E (appearing in the eco-friendly wind farm level of “Green with MINI”).

Also included in the game is “Find a MINI dealer,” a built in dealer locator function that utilizes Google Maps.

“iPhone games offer a creative way to communicate a message. This is an innovative way to make financing fun-MINI-style,” explained Edward A. Robinson, President and CEO of MINI Financial Services. “In these uncertain times we continue to offer a full complement of financing options for our customers. With the MINI suite of financing options, our customers can select the product that provides them the most value.”

Compatible with any iPhone or iPod touch with operating system version 2.0, the application was designed by Nickel Fish Design, LLC. A demo video featuring the game in action can be seen at http://www.youtube.com/watch?v=Zct7LjLWgHs.

About Nickel Fish Design
Since 2002, Nickel Fish Design, LLC (http://www.nickelfishdesign.com) has been providing high-quality design and development for the web, applications and mobile devices. Based in Chester, NJ, this privately-owned agency has delivered a variety of interactive solutions for clients such as MINI Financial Services, Wyndham Worldwide, Benjamin Moore, THQ, Wolters Kluwer and many others. The recipient of several awards for innovation in interactive design, Nickel Fish is continually striving to push the envelope in the ways technology users engage and interact with media.

About BMW Financial Services
BMW Financial Services was established in the U.S. in 1993 to support the sales and marketing efforts of BMW of North America. BMW Financial Services offers a wide range of leasing, retail and commercial financing and banking products tailored to meet the needs of the BMW customer. The company also provides financing to BMW dealers for expanding dealership capabilities and enhancing overall operations. With about $30 billion in serviced assets and more than 700,000 automotive lending customers, BMW Financial Services finances over half of the BMWs sold or leased in the United States. BMW FS employs more than 900 people, including consultants and temporary workers, most of whom are located in the Hilliard, Ohio Customer Service Center.

In 2001, MINI Financial Services was established to provide support for the brand’s dealer and customer networks by offering various financing and leasing options.

BMW Group Financial Services also offers credit card products through its subsidiary, the BMW Bank of North America. BMW Insurance Agency, Inc., a property and casualty producer, is also part of BMW Group Financial Services.