- #p2 35RETWEETS
- #tcot 34RETWEETS
- #OneRazorfish 14RETWEETS
Party Animals NEW YORK most check-ins to bars333CHECK-INS
Which office checks into the most bars? Which office uses the most naughty words on Twitter? Check out the World Champions
Mary Butler NEW YORK23CHECK-INS
WORLD CHAMPIONS These coveted interoffice awards turn tweeting and checking-in into a competitive sport.
FITNESS FREAKS NEW YORK most check-ins to fitness centers84CHECK-INS
PARTY ANIMALS NEW YORK most check-ins to bars333CHECK-INS
CULTURE VULTURES NEW YORK most check-ins to galleries146CHECK-INS
BAR OF SOAP NEW YORK most naughty words tweeted98TWEETS
THE CHUCKLERS NEW YORK most LOLs tweeted11TWEETS
DAN LEON KRAUSE SYDNEY27CHECK-INS
GUNJAN BOLTON SAN FRANCISCO24CHECK-INS
MARY BUTLER NEW YORK23CHECK-INS
ANDRÉ BEZERRA SAO PAULO23CHECK-INS
GORDY SEELEY PORTLAND22CHECK-INS
KATHRIN STIELER BERLIN20CHECK-INS
SETH KANE CHICAGO14CHECK-INS
LUKE HAMILTON ATLANTA3CHECK-INS
CARSTEN L FRANKFURT3CHECK-INS
KATIE GERARD AUSTIN2CHECK-INS
As Mercedes-Benz celebrates 125 years of innovation, competitors have positioned the brand as old and stodgy. Our challenge was to introduce the legendary automaker to a younger generation of consumers.
We created a new campaign — Get 4 Tweets, drive 1 mile: The Mercedes-Benz Tweet Race to the Super Bowl. The contest comprised three days, four teams and 1,400 miles.
Their fuel: tweets. In February 2011, four two-person driving teams recruited on Facebook embarked on the challenge, powered only by their online supporters’ tweets. Teams were in charge of creating engagement to literally drive them forward in real Mercedes-Benz vehicles.
The race was conducted on Twitter and chronicled in real time at www.mbtweetrace.com, generating vast amounts of wholly unfiltered content from teams and supporters — and bringing every aspect of the competition to life. As the bond between participants grew, the race reached millions of people and connected the brand with a new audience.
• A 4% increase in consideration Y/Y
• A 7% increase in scheduling a test drive
• A 6% increase in first-time owners/leases
• Sentiment score for MBUSA brand and vehicle increased by 6%
• MBUSA.com visitors increased 5%
• Ultimately, 27,000+ active participants generated more than 150,000+ tweets, reaching close to 25 million people
increase in visits to MBUSA.com
in test drives