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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT