Mercedes-Benz Australia activated around the 2018 Rolex Australian Grand Prix, the Formula One (F1) season opener, through an event specific online game offering players/ a chance to win daily prizes at the Formula 1.
The game, an activation first for the premium automaker, encouraged players all across Australia to join the Mercedes-AMG Petronas Pit Crew to tap and swipe their way to victory through several levels. And was based online at https://www.amgpitcrew.com.au/
The gaming mechanics were based on the twin objectives of speed and precision, as the online game plays and mimics the requirements of the Mercedes-AMG Petronas Pit Crew who consistently deliver sub 2.5 second stops.
Between each round of the game, contestants are served up a series of F1 and Mercedes-AMG Petronas facts.
Throughout this gaming activation, daily prizes were awarded to those topping of the leaderboard: as defined by the speed of their swipes and the level reached with their taps.
The Grand Pirze was won by Bryan M.
The game, which was developed in harness with Online Circle Digital and ran in the AMG Activity Hub in Champions Gateway at the F1 2018 Rolex Australian Grand Prix, sat at the heart of the auto brand’s Melbourne GP activity programme: one that spanned both on-site track work (including a branded lounged,
and a VIP hospitality programme),
and activity across all the Mercedes-Benz Australia social platforms including Instagram,
https://www.instagram.com/p/BgxIzM3lR8y/?taken-by=mercedesbenzau
and an Instagram Stories strand,
as well as Facebook.
“The Petronas team is amazing. As with anything at Mercedes-Benz, our strategic plan is to be No1, we thought this year we would provide a different way for our audience to engage with the brand and so, the game was born,” commented Online Circle Digital’s managing director Lucio Ribeiro.
Comment:
This local market Australian work ran in parallel to a global activation from the Mercedes F1 team that also included set of season-opening digital/social video pieces.
From inventive gaming initiatives like this, to augmented reality car launches (see our case study on Renault’s tie-up with Microsoft HoloLens), to the rights-Holders first every integrated, global marketing push (see our #EngineeredExcitement case study), its been an impressive start to the new F1 season as far as marketing and activation is concerned,
Links:
Mercedes-Benz Australia
https://www.amgpitcrew.com.au/
https://www.mercedes-benz.com.au/
https://www.instagram.com/mercedesbenzau/
https://www.youtube.com/mercedesbenzau
https://www.snapchat.com/add/mercedesbenzaus
https://www.facebook.com/MercedesBenzAU
https://www.linkedin.com/company/mercedes-benz-australia
Online Circle Digital
Mercedes-AMG Petronas F1
https://twitter.com/MERCEDESAMGF1
https://www.youtube.com/user/MERCEDESAMGPETRONAS
https://www.facebook.com/MercedesAMGF1
https://www.instagram.com/MercedesAMGF1/
