Mercedes-Benz invente le Tweet Rally

Après la Tweet Race mis en oeuvre pour le SuperBowl, Mercedes-Benz revient avec une activation résolument digitale, le Tweet Rally, pour cette édition de l’US Open qui démarre lundi prochain.

Du 22 août au 5 septembre, Mercedes-Benz organise un jeu de « chasse à l’homme » pour les habitants des états de New York, du New Jersey et du Connecticut avec à la clé des places pour l’US Open. Le transporteur officiel et Presenting Sponsor du tournoi masculin va offrir 45 paires de tickets durant 2 semaines via son compte twitter @MBUSA, tickets donnant accès aussi au réceptif du Chase Center, ce qui est toujours sympa.

Durant cette période, Mercedes-Benz enverra des messages via son compte twitter indiquant l’heure et le lieu précis pour gagner l’une des places du Tweet Rally. Pour gagner, il faudra être le premier à arriver sur les lieux à l’heure indiquée et découvrir la Mercedes Classe M édition 2012. Et si vous avez de la chance, Roger Federer himself vous remettra les places, une belle manière d’utiliser son ambassadeur sous contrat. Pour info, Roger Federer est devenu depuis Mai 2011, ambassadeur de la marque, en a profité pour tester quelques jolis modèles de voiture

Durant l’US Open, les visiteurs de Flushing Meadows pourront d’ailleurs observer plusieurs modèles éparpillés sur le site du tournoi (SLK 350, CLS550, SLS MAG Roadster et toute la dernière gamme AMG), notamment au Mercedes-Benz Brand Center, le centre névralgique de la marque durant le tournoi.

Après Orange et son activation Roland Garros, Mercedes Benz nous offre  une belle activation pour l’US Open, sur la thématique « la marque vous donne accès à l’inaccessible ». Remettant au goût du jour sa Tweet Race pour le dernier tournoi du Grand Chelem, ce qui permet de créer de la cohérence et de la continuité, Mercedes-Benz démontre sa capacité à utiliser ses partenariats et leurs contreparties de manière logique et cohérente (le partenariat avec l’US Open et ses contreparties billetterie et joueur) dans un univers alliant digital et réel, le tout bien évidemment mis au service du consommateur.

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