TWEET RACE by Razorfish New York for Mercedes-Benz

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TWEET RACE

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Razorfish New York
Executive Creative Director Frederic Bonn
Copywriter Rogerio Baran
Designer Derek Harms
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MERCEDES-BENZ
Product/Service: AUTOMOBILE
Agency: RAZORFISH
Date of First Appearance: Dec 13 2010
Entrant Company: RAZORFISH, New York, USA
Entry URL: http://cargocollective.com/awardsubmissions/1043244
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 Wallce (Razorfish)
Agency Producer: Chris Toliver (Razorfish)
Techincal 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)
Vice President Account Planning: Grant Owens (Razorfish)
Group Media Director: Paula Connard (Razorfish)
Senior Media Planner: Troy Miles (Razorfish)
Media Planner: Alex Mitchell-Hardt (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

Insights, Strategy & the Idea
As Mercedes-Benz prepared to air its first-ever Super Bowl ad, this campaign was similarly designed to go beyond prospects and speak to a mass audience; introducing this legendary brand to a new generation of consumers using social media. The objective was to defy competitors’ attempts to label the brand as old and stodgy and position Mercedes-Benz as an inspired, energized leader in the automotive industry.

Social media has the powerful ability to mobilize, unify and engage communities. The race teams, matched with high-profile coaches and a charity, were on the road competing. The real action happened on Twitter where supporters from across the country rallied for a common cause. Whether it was tweeting commands to control the vehicle through interactive banner ads or the endless stream of tweets, photo and video content to support their teams, this was an engaged audience, strangers to one another, brought together by Mercedes-Benz.

Creative Execution
The campaign began with an open call on Facebook for potential Twitter-savvy drivers. Candidates underwent a two round selection process where they were judged on their social reach and influence and on personality and creativity. Leading up to the actual race, the teams were focused on mobilizing followers by building awareness, educating their communities, performing test challenges and more.

The central hub of the campaign was Twitter where @MBtweetraceHQ provided latest updates, shared content and answered questions. The Facebook experience housed race team information including driver bios, coaches, charities and vehicle information. Engineer’s prototype-testing videos were available on YouTube and an interactive microsite where users could tweet commands to control the vehicles. During the actual race, the full experience lived on mbtweetrace.com where users could track teams on a map, view updates from @MBtweetraceHQ and link to photo and video content produced by the race teams along the way.

Results and Effectiveness
The goals of this campaign were to establish a presence in social media, connect with a younger audience and shift brand perception away from old luxury. Mercedes-Benz USA Facebook page gained 72,000 fans, majority in the 25-34 age. On Twitter, the @MBtweetraceHQ handle gained 77,000 followers from zero. In terms of Twitter activity, there were 21,953 contributors (based on tweets that included a Tweet Race-related hash tag) which amplified into 545,425,558 Twitter impressions. The engineer’s prototype-testing videos received over 2 million views, ranking #1 on Motor Trend’s Top Auto Ads Chart and #2 on AdAge’s Viral Video Chart for January 2011.