Mercedes-Benz Case study MB TWEET RACE by Razorfish New York

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Industry Cars
Media Case study
Market United States
Agency Razorfish New York
Executive Creative Director Frederic Bonn
Copywriter Rogerio Baran
Designer Derek Harms
Released January 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: AUTOMOBILE
Date of First Appearance: Dec 13 2010
Entry URL:
Executive Creative Director: Frederic Bonn (Razorfish)
Creative Directors: Frederic Bonn / Luca Grelli (Razorfish)
Senior Art Director: Samuel Luchini (Razorfish)
Copywriter: Rogerio Baran (Razorfish)
Client Partner: Holly Mason (Razorfish)
Agency Producer: Justin Wallace (Razorfish)
Agency Producer: Chris Tolver (Razorfish)
Technical Architect: Ke Xu (Razorfish)
Presentation Layer Architect: Andrew Babaian (Razorfish)
Account Planner: Abby Gardner (Razorfish)
Senior Alchemist: John Durbin (Denuo)
Catalyst: Eric Bee (Denuo)
Client Engagement: Tim Harris (Denuo)
Copy Lead: Reid Armbruster (Razorfish)
Designer: Derek Harms (Razorfish)
User Experience Discipline Lead: Bryan Hamilton (Razorfish)
VP, Account Planning: Grant Owens (Razorfish)
Media placement: Flash And Rich Media Banners - Technorati, Jalopnik, TopGear, Gawker, Citizen Sports - 12/13/2010
Media placement: Twitter Promoted Trend - Twitter - 1/24/2011
Media placement: MarketPlace CPC Ads - Facebook - 12/13/2010
Media placement: Engagement CPM Ads - Facebook - 12/13/2010
Media placement: Twitter Promoted Accounts - Twitter - 12/13/2010
Media placement: Video Distribution - Sharethrough, Youtube, JunGroup, BBC America - 1/18/2011

Describe the campaign/entry
The Tweet Race: real cars, real people, real roads - powered entirely by tweets. The core of the idea is based off the insight that people don’t live in separate digital and physical silos. Digital is a way to enhance, not replace, our physical experiences and relationships. Tweet Race was an interactive game-like digital experience that manifested itself in the streets of the real-world. A simple tweet could move a car. That direct online-offline correlation was a powerful engagement.
In playing the game, supporters were able to partake in the journey of a lifetime, watch these vehicles progress in real-time and tweet their teams to victory in the name of a good cause. The result was a highly engaging branded experience of an offline adventure fueled by online communities.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began with an open call on Facebook for potential Twitter-savvy drivers. The Teams were announced soon after candidates were seleced. In the weeks leading up to the actual race, teams were focused on mobilizing their followers by building awareness through Twitter: the central hub of the campaign. The Facebook experience housed race team information including driver bios, coaches, charities and vehicle information.
As the teams were building followers, Engineers' prototype-testing videos and banner ads were released to the public in display ads and on Youtube to build additional conversation. The race then hit the pavement and lived digitally on an interactive microsite,, where users tracked team's tweets and location on a map, viewed latest updates from @MBtweetraceHQ and linked to all photo and video content produced by the race teams along the way as well as tweet commands to control the vehicle featured in the interactive banner.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign generated 1,949 Facebook race applicants and 72,000 new Facebook fans, of which 60% were driven by targeted Facebook Ads. At the launch of the campaign MBUSA had no Twitter followers, but with Twitter Promoted Accounts we grew our following to over 77,000; Mercedes-Benz and their influencers reached over 24MM Twitter users with engaging tweets. The business goal to increase brand appeal among Gen-Y audience was achieved by a 5% increase in visitors under the age of 34 in a pre/post campaign survey (iPerceptions).
The business goal to enhance brand awareness for the C-Class Coupe redesign was achieved by a 150% increase in daily blogosphere conversations in a pre/post campaign analysis.