As Mercedes-Benz prepared to air its first-ever Super Bowl ad, this campaign was similarly designed to go beyond prospects and speak to a mass audience; introducing this legendary brand to a new generation of consumers using social media. The objective was to defy competitors' attempts to label the brand as old and stodgy and position Mercedes-Benz as an inspired, energized leader in the automotive industry. The race teams, matched with high-profile coaches and a charity, were on the road competing. Supporters from across the country rallied for a common cause through Twitter: whether it was tweeting commands to control the vehicle through interactive banner ads or the endless stream of tweets, photo and video content to support their teams, this was an engaged audience, strangers to one another, brought together by Mercedes-Benz. The central hub of the campaign was Twitter where @MBtweetraceHQ provided latest updates, shared content and answered questions. The Facebook experience housed race team information. During the actual race, the full experience lived on mbtweetrace.com where users tracked teams on a map, viewed Tweet updates and linked to photo and video content produced by the race teams.
The goals of this campaign were to establish a presence in social media, connect with a younger audience and shift brand perception away from old luxury. Mercedes-Benz USA Facebook page gained 72,000 fans, majority in the 25-34 age. On Twitter, the @MBtweetraceHQ handle gained 77,000 followers from zero. In terms of Twitter activity, there were 21,953 contributors (based on tweets that included a Tweet Race-related hash tag) which amplified into 545,425,558 Twitter impressions. The engineer's prototype-testing videos received over 2 million views, ranking #1 on Motor Trend's Top Auto Ads Chart and #2 on AdAge's Viral Video Chart for January 2011.
Dec13, 2010 to Feb 5, 2011
Overall Rating: (15 votes)
Reviewed April 11, 2013 by rosieReport Inappropriate Review
Reviewed April 1, 2013 by Steve BradReport Inappropriate Review
Reviewed December 30, 2012 by james
I think it is so good to see that they are pushing twitter so much. IT is such a great promotional tool to use. So many benefits from it. electrician Richmond HillReport Inappropriate Review
Reviewed October 11, 2011 by BWThall
Genius! Great way to change perceptions with a new audienceReport Inappropriate Review