(6 votes, average: 4.67 out of 5)
Did everyone catch the Mercedes-Benz Tweet Race back in February this year? Well, they were a few days late due to some bad weather, but they made it through and here is the campaign case study to prove it was a big success.
The campaign had 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… Thanks Samuel, created by Razorfish NY.
[...] the original post here: Mercedes-Benz Tweet Race Case Study | Digital Buzz Blog Posted in Mercedes, News Tags: campaign, case-study, few-days, made-it-through, mercedes, [...]
What’s really cool is the technology behind this campaign – Tweets control the car remotely. Lots of potential applications here for sure.
Interesting… wish i could be a part of it…
Smriti
@puzzlessolved
[...] Mercedes-Benz Tweet Race Case Study | Digital Buzz Blog Interesting case study using social to gain brand awareness [...]
@Joan
It’s a metaphor. The technology doesn’t -actually- control the car. But it can ‘fuel’ a social push…
[...] of social media.Update: Digital Buzz did a little bit of a run down on the numbers as well!http://www.digitalbuzzblog.com/m…This answer .Please specify the necessary improvements. Edit Link Text Show answer summary [...]
very very cool concept – wonder how they measured ROI?
[...] Digital Buzz Blog touches on a fantastic campaign Mercedes ran earlier in the year; can tweets fuel a car? Sounds crazy, but that’s exactly what Mercedes did. [...]
[...] become more than just a way to share thoughts and information. New York agency Razorfish created a real-life race for Mercedes Benz in which individual tweets powered each racing team’s car. The more tweets that used a particular [...]
[...] Estudio del caso de la “Carrera de tweets” de Mercedes-Benz [...]
[...] game franchise constantly has test drives and races that integrate digital with reality. Mercedes Benz had a social contest where your tweets actually fueled the car of your driver in a distance race. [...]
[...] to do good by creating value for consumers. To educate, entertain and engage. Given the advent of the digital age, this is more possible than ever. This gives me real hope [...]
[...] Un dispositif sans doute pas vraiment économique et à la portée de tous les budgets mais il y a des bonnes idées recyclables dans cette campagne. Voyez donc cette vidéo pour plus de détails, et quelques informations sur les retombées et les retours. [...]
I’m with Daniel – how many more cars were sold over the period? Love the idea but there has to be ROI.
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