Today, rivals Mercedes-Benz and Audi will unveil separate plans to launch high-profile social-media contests that offer hefty prizes to consumers who best use unconventional social-media tactics to tweet and digitally tout the foreign brands before the Super Bowl.
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Some social-media moves by the automakers:
Mercedes-Benz. It will unveil plans to launch "The World's First Twitter-Fueled Race," which awards two new cars to the two-person team of social-media wizards that garners for Mercedes-Benz the most tweets, Facebook "likes" and social-media currency by game day.
Today, on its Facebook page, Mercedes-Benz USA issues a casting call for social-media users who want to compete in its Twitter-Fueled Race.
Besides rolling out new models in the game, in the next few years Mercedes plans to create cars targeting a much younger demographic, Cannon says. It wants to be much more social-media savvy long before that, he says.
Audi. The carmarker, in its fourth Super Bowl with a 60-second spot, will host an Audi Inner Circle social-media contest open to everyone.
Audi will seek out — and reward — its 10 "most active" social-media fans before the Super Bowl. It will award glitzy trips and other prizes to the fans whose social-media posts are most original and most numerous. "We're trying to use social media to glue everything together," say Scott Keough, chief marketing officer at Audi of America.
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