MERCEDES-BENZ

MERCEDES-BENZ

Tweet Race

Tweet Race

Back in 2010 we introduced the brand to social media and created the Mercedes-Benz Tweet Race. It was a real race, where four cars moved on the road powered by the tweets their drivers—chosen via Facebook were able to garner online. For the first time a brand that size gave control to their fans.

Back in 2010 Mercedes-Benz was in trouble. It was seen as a stodgy brand, with models that were outdated and an uncomfortable third place in the luxury vehicles market, a radical contrast to the brand’s leadership in 2018. So, to introduce the brand to social media, we created the Mercedes-Benz Tweet Race.