Mercedes-Benz

Information / Credits

As Mercedes-Benz celebrates 125 years of innovation, competitors have been positioning the brand as old and stodgy. Introduce a legendary automaker to a new generation of consumers. - GET 4 TWEETS, DRIVE 1 MILE - The Mercedes-Benz Tweet Race to the Super Bowl. 3 Days, 4 Teams, 1400 miles. Their Fuel: Tweets! On Feb. 2, 2011, four two-person driving teams recruited on Facebook embarked on their challenge powered only by the Tweets of their online supporters. Teams where in charge of creating engagement to literally drive them forward in real Mercedes-Benz vehicles. Conducted on Twitter and chronicled in real time at www.mbtweetrace.com, the race generated vast amounts of wholly unfiltered content from teams and supporters — bringing every aspect of the competition to life. As the bond between participants grew, the race reached millions of people and created connections between the brand and a new audience. 27,953 – Active Participants 72,588 – Likes on Facebook 77,726 – Followers on Twitter 150,739 – Tweets generated 1,999,927 – Video views 24,919,018 – People reached on Twitter 143,070,159 – PR impressions 545,425,558 – Twitter impressions