Mercedes-Benz is among the first brands incorporating a heavy dose of social media into its Super Bowl marketing - a strategy that others will adopt in the next six weeks.
The carmaker yesterday announced on its Facebook page a contest-oriented "The World's First Twitter-Fueled Race" campaign. Visitors to the page can enter the contest after "liking" the brand and filling out an application that includes submitting a Twitter handle. Participants must have a driver's license and be U.S. citizens. Finalists will be notified via direct message on Twitter on Dec. 24 and will then be asked to create a short video about why they should be selected.
Here's the ad copy for Mercedes Benz USA's Facebook page, which had 29,500 "likes" on Friday:
"If selected, you and a co-driver of your choice will embark on Feb. 2, 2011, from one of four cities -- New York, L.A., Chicago or Tampa -- with a pair of Super Bowl tickets and a specially outfitted Mercedes-Benz. You'll need to beat out three other teams headed to Dallas. You'll need to complete a series of challenges along the way. And you'll need gallons of Tweets from your Twitter followers to fuel you to victory."
Four two-person teams - one for each aforementioned city - will try to accrue the most Twitter followers and Facebook "likes" while they race to Dallas, the Super Bowl's host city. The team with the most social media tallies wins a Mercedes Benz 2012 C-Class Coupe.
While several agencies are participating, according to a Mercedes spokesperson, Seattle-based digital shop Razorfish is leading the effort. The spokesperson said it has not been determined whether the brand would run a TV spot during the Super Bowl.
Marketers Rejoice! ClickZ has launched ClickZ Live, an educational series to bring you innovative online marketing strategies and techniques. Learn to construct and successfully execute multi-channel marketing campaigns, plus identify key metrics and translate them into actionable plans.
Thursday, July 18: ClickZ Live will be in Vancouver, BC. Register before July 1 to save $100!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
June 18, 2013
1:00pm ET / 10:00am PT
June 20, 2013
1:00pm ET / 10:00am PT