Carmaker launches a Twitter-based "race" that also includes a strong Facebook play.
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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.