Back in February 2013, Mercedes-Benz used Tweet-powered cars to compete in the world’s first social media road race. This case study looks at how the luxury car maker made smart use of social platforms and video content to generate 25 million brand related Tweets and 2 million YouTube views.
Mercedes-Benz Tweet Race from thepixel on Vimeo.
Brand: Mercedes-Benz | Sector: Automotive | Country: US | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media
The campaign, developed by agency Razorfish, encouraged the brand’s Facebook and Twitter fans to pick their favourite cars (each team had a celebrity coach to help get the world out).
The campaign attracted almost 30,000 active participants with over 72,000 Facebook Fans and 77,000 Twitter Followers who generated over 150,000+ tweets to power the cars. The campaign videos generated about 2 million views, while the twitter reach pushed over the 25 million mark.
Aside from the numbers, the Mercedes-Benz Tweet Race was a great way to try something a little different, and by utilising simple ways to get involved, along with enough interesting, ongoing event content, they’ve created a very successful campaign.
