Mercedes-Benz readies 'practical a hardbody' mobile game and Super Bowl contest

  • Mercedes-Benz wants Super Bowl viewers to see their smartphones rather than TV by using a mobile contest that will test their endurance. The posh carmaker is giving away a sporty AMG C43 Coupe to the mobile user who keeps a finger pressed on the streaming video in the car that drives over the smartphone screens while in the game, per an assertion distributed to Mobile Marketer.
  • The \”Last Fan Standing\” contest can be a mobile variation in the \”hands using a hardbody\” promotions by auto dealers giving a totally free car to your last individual who keeps their on the job it. Mercedes said the contest will test the stamina and figure out of smartphone users as the car maneuvers through challenging terrain and obstacles. The video game has an open-ended completion time which could take days.
  • A live counter will show the amount of remaining contestants while they drop out, and just how long they\’ve had been able hold onto the C43, which retails for $55,900. Mercedes will promote the contest starting earlier this week with teaser videos online, Instagram and Twitter, telling viewers a common should get is \”your phone, a finger and focus,\” per Variety. Digital ad agency R/GA came up with the mobile promotion for Mercedes.

Instead of running a high-priced Super Bowl ad, Mercedes-Benz has got on an \”ambush campaign\” that seeks to get viewers on cellphones, which have been as known as TV among younger audiences measured by Nielsen. R/GA created the \”Last Man Standing\” experience to resonate using the millennial audience and get into growing audience of high-earning young gamers, per a statement.

Mercedes-Benz isn\’t managing a TV commercial in this year\’s Super Bowl, whose ad rates are considered to be $5 million for a 30-second spot. Traditionally, brands kick off major campaigns while using event, which last year reached 111.3 million people on Fox\’s broadcast. Considering viewership of NFL games fell 9.7% during the regular season from a year earlier, brands is required to consider additional methods for engaging audiences who supplement their TV viewing with smart phones.

Mercedes-Benz isn\’t alone within the mobile-based promotions on this year\’s big game. The National Football League and developer Rovio Entertainment partnered allowing computer game players of \”Angry Birds 2\” and \”Angry Birds Evolution\” outfit their characters with jerseys and helmets within the league\’s 32 teams. M&M\’s candy debuted a web 2 . 0 sweepstakes together with its go back to managing a 30-second commercial throughout the Super Bowl. Avocados From Mexico partnered with Inmoji to make clickable, branded emoji icons in its digital campaign leading up to the adventure.

Mercedes-Benz\’s mobile campaign no signify that the carmaker is abandoning the Super Bowl after running ads in the four times before. This year, Super Bowl LIII might be held in Atlanta?at Mercedes-Benz stadium, that may coincide using the brand\’s revisit TV.

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