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Mercedes-Benz Gets Social With a Virtual Race to Super Bowl XLV

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author photo by Autotrader January 2011

When Super Bowl XLV goes live on Fox Network from Arlington, Texas, on February 6, 2011, Mercedes-Benz USA (MBUSA) will already be deep into their social networking advertising initiative.

The company, advertising during the Super Bowl for the first time, is also using Twitter to power a road race to football’s major face-off.

The Twitter-fueled campaign is based on racing four two-person driving teams in specially equipped 2011 Mercedes-Benz vehicles. However, this event isn’t based on driving skills. It’s all about the participant’s social network.

The four drivers, picked from 2,000 candidates who applied through Mercedes-Benz USA Facebook Page, were each allowed to bring their own “co-pilot”. Most notably, selections weren’t based on racing prowess. Mercedes-Benz understands the power of the Internet. Contestants were picked on their social media know-how, personality and “other intangibles that promise to make the race engaging and entertaining to followers.”

The teams, taking off from separate cities on February 2, will meet up at Cowboys Stadium, outside of Dallas Texas, on February 4. Twitter–savvy celebrities, acting as coaches for each team, will rally online support while raising money for their charity of choice.

The Tweet Race Team coaches include celebs like two-time Olympic Gold Medalist Serena Williams, participating on behalf of The Serena Williams Foundation, which assists U.S. youth affected by violent crimes and helps to provide education to underprivileged high-school students. Another coach, New York Yankees World Series Champion Nick Swisher, joined up to benefit “Swish’s Wishes,” a charity that provides care to children with vital health issues.

Once the race starts on February 2, the four teams will rally to create tons of “Tweet Fuel” for their journey to Dallas. Over the three-day period, the teams will be additionally challenged by social media-related tests planted along the route. The duo that reaches the finish with the highest score will take the prize. Not one, but two – the driver and co-driver will each receive a 2012 C-Class Coupe.

Viewers can m eet the teams and follow the Tweet Race on the Mercedes-Benz USA Facebook page or get real time race news on Twitter by following the Race Director @MbtweetraceHQ.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Mercedes-Benz Gets Social With a Virtual Race to Super Bowl XLV - Autotrader