Mercedes crée la « Tweet essence »

6a00d8341c51c053ef0148c7cab0fb970c-450wiJe vous parlais récemment des annonceurs du SuperBowl et vous faisais part de la présence des constructeurs automobiles et bien c'est de l'un d'entre eux dont je vais vous parler, à savoir Mercedes-Benz.

La marque allemande, qui diffusera un spot de 60 secondes lors du 4ème quart-temps, va lancer son activation majeure autour de la finale du championnat nord-américain de football, la Mercedes Tweet Race.


Quatre jours avant la finale, soit le 2 février, 4 équipes prendront la route depuis Chicago, New York, Los Angeles et Tampa et rejoindront le Cowboys Stadium, situé en périphérie de Dallas, au volant de Mercedes derniers cris. L'objectif est bien évidemment de rallier Dallas le premier mais aussi et surtout d'obtenir un maximum de points en réalisant les défis qui leur sont proposés et en générant un maximum d'activité sur Twitter (ce que Mercedes appelle "la Tweet essence").

Chaque équipe est composé de 2 utilisateurs actifs de Twitter, qui piloteront donc une voiture de la gamme Mercedes (S400 Hybrid Sedan, GL350 Bluetec SUV, E550 Cabriolet et la CL550 4Matic Coupe). Chaque équipe disposera de son propre hashtag, permettant donc de suivre l'activité sur twitter et sera "chaperonnée" par une célébrité, qui elle aussi utilise Twitter fréquemment afin de faire vivre le dispositif sur Twitter et pourquoi pas, retrouver l'un des hashtag parmi les "trending topics" du réseau social. Donc, les 4 célébrités engagés par Mercedes pour l'occasion sont la tenniswoman Serena Williams (@serenawilliams : 1.8 millions de followers) pour l'équipe GL, le bassiste et leader du groupe Black Cards, Pete Wentz (@petewentz : 2.1 millions de followers) pour l'équipe S, Nick Swisher des New York Yankees (@NickSwisher : 1.2 millions de followers) pour l'équipe E, et l'un des fondateurs de Run DMC, Reverend Run (@RevRunWisdom : 1.7 millions de followers) pour l'équipe CL.

Au final, certes une équipe arrivera à Dallas mais les gagnants de cette activation seront des consommateurs ou en tout cas des utilisateurs de Twitter qui auront participé et encouragé les équipes tout au long du parcours. Le Grand Prix sera le nouveau Coupé Classe C de Mercedes et un voyage de 3 jours pour l'un des événéments parrainés par la marque, à savoir l'US PGA 2011 (golf), l'US Open 2011 (tennis) – les deux partenariats majeurs de la marque dans le domaine du sport sur le territoire US – et la Fashion Week (mode). 

En dépit des zones de flou (attribution des lots, part des associations et charities des célébrités dans l'activation, etc.), l'activation de Mercedes est intéressante puisqu'elle allie engagement sur le digital et expérience en temps réel (Below the Line), le tout en amont d'un événement sportif puissant où la marque sera présente en Above The Line avec son spot de 60 secondes.

Maintenant, la présence sur Facebook est mais peut être améliorée puisque, par exemple il faut cliquer sur "Like" pour obtenir plus d'informations (à ce niveau-là, ça va puisque la marque recherche à faire grandir sa communauté). Mais de manière générale, il y a, je pense, un peu trop d'informations sur la page du jeu et les autres onglets ne sont pas en lien avec l'activation mais avec la marque (normal nous sommes sur une page marque), brouillant les messages sur ce support. Du coup, je pense que pour donner encore plus d'ampleur à cette activation, la création d'une page ad hoc, spécifique à la "Mercedes Tweet Race", avec 1 onglet par équipe synchronisé avec le flux twitter du pilote et co-pilote et le hashtag de l'équipe aurait offert une meilleure fenêtre d'exposition.

En tout cas je suis curieux de voir si les célébrités vont jouer le jeu, mais déjà bravo à Mercedes pour cette idée et rendez-vous le 2 février pour suivre tout ça!

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