Mercedes-Benz Canada has announced the release of an interactive, location-based gaming app, called Drive & Seek.

Billed as a Canadian first and part of an approach to communicate with new audiences, Drive & Seek was released in conjunction with the launch of the all-new 2012 C-Class Coupe. According to the company, the intent is to create an engaging and interactive brand experience that will connect with a more youthful audience and offer players the opportunity to win the grand prize of a 2012 C-Class Coupe.

Developed by henderson bas kohn, the espionage themed Drive & Seek app builds off a larger campaign and interactive movie, challenging players to hunt for virtual briefcases dropped at various GPS locations. Using their smart phone and the game app, players must find ten briefcases a week for four weeks through radar that pinpoints their current location and the secret location of the next briefcase. The app features a compass and distance meter guiding players to complete their mission. If they need assistance, players can use location tips to receive hints about the briefcase’s location, or even engage their Facebook friends to help them track down the next briefcase.

Once players are close to the actual briefcase location, the app will switch to sonar, telling them how far they are away through sound. When players find a briefcase, they can collect it and unlock it to reveal information about the Mercedes-Benz C-Class Coupe. In addition, every tenth briefcase will unlock an augmented reality experience where participants can interact with a 3D model of the car for an in-depth look at the technological advancements and features of the new C-Class Coupe.

By locating as many briefcases as possible within their radius, the top 125 game players will receive additional contest entries to win the grand prize of a 2012 C-Class Coupe, or one of four secondary prizes. The winner of the C-Class Coupe will be announced in November 2011.