ABOUT

EXECUTION:
Landing page
Where the race really happensThe microsite acted as the primary hub for our game and all of its happenings. It reinforced our campaign messaging while stimulating the competitive nature of our audience.​​​​​​​

Scan to play
Where the GAME COMES TO LIFEOur scan to plan mechanic encourages proactive engagement with the microsite, the game and the Mercedes-Benz brand as a whole. ​​​​​​​

1. Scan a Mercedes-Benz star to activate the game.

2. Location is captured via GPS tracking.Location is applied to their profile, deciding their team and immediately being added to a heat map in our site.Play With Pride, Play With Your Nation. At any given point users had access to heat map showing all the participants playing within the region. Who’s In The Lead…They were also able to see which country was currently leading alongside their profile, showing how far they had progressed through the game.Putting Your Mercedes-Benz Knowledge to the Test.To offer our players a sense of personal progression, they had to answer questions about Mercedes-Benz to gain ranking. Each player had to answer 3 questions per tier.

3. Instantly Sharable Badges of Honor. When the user answered 3 questions correctly they moved up a rank receiving a new title and badge: from Cockpit Intern, to Streetcar Hero, to Racecar Rookie, to Sponsored Racer to Racing champion. This badge would also act as instantly sharable content.
Game relevant social content supported by localized messages.Once we established our campaign platform on social, we started using Abu Dhabi Grand Prix leaderboard relevant targeted communication to direct more people to the game.

IN A NUTSHELL...
Our platform created a memorable positioning that spoke to each and every Mercedes-AMG follower in the region,  that thrived off engaging content and ignited their inner competitiveness, all while creating a genuine sense of community and national pride – fulfilling all of the requirements for an unforgettable campaign.