Tomorrow Awards - Mercedes-Benz Tweet Race

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by Razorfish
Website www.razorfish.com
Country: USA

About Entry

Credits:
• Executive Creative Director: Frederic Bonn
• Creative Directors: Luca Grelli, Frederic Bonn
• Senior Art Director: Sam Luchini
• Copywriter: Rogerio Baran
• Copy Lead: Reid Armbruster
• Designers: Derek Harms, Wonjun Song
• Flash Art Director: Chad Drobish
• Flash Developer: Joey Maese
• User Experience Director: Bryan Hamilton
• Technology Directors: Jibby Scaria, Tom Bailey
• Sr. Technical Architect: Ke Xu
• Presentation Layer Architect: Andrew Babaian
• Presentation Layer Developers: Drew Foehn, Soraya Dib, Dan Gintis, Derek Nelsen
• Technical Architects: Kaiwen Lin, Gowri Shankar
• Functional Analyst: Kaki Tsang
• VP Account Planning: Grant Owens
• Client Partner: Holly Mason
• Agency Producers: Justin Wallace, Chris Toliver, Mark Mulvey
• Account Planner: Abby Gardner
• Analytics Consultant: Stephanie Schutzbank
• Group Media Director: Paula Connard
• Senior Media Planner:Troy Miles
• Media Planner: Alex Mitchell-Hardt

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Mercedes-Benz Tweet Race

Real cars driving across the US powered by their online communities. 3 Days, 4 Teams, 1400 miles. Destination: Super Bowl. Their Fuel: Tweets! On Feb.2, 2011, the teams embarked on a three-day, 1400-mile challenge powered by the Tweets of their online supporters. 4 tweets moved them 1 mile. Conducted on Twitter and chronicled in real time at www.mbtweetrace.com, the race generated vast amounts of unfiltered content from teams and supporters — bringing every aspect of the competition to life. As the bond between participants grew, the race reached millions of people, creating connections between the brand and an entirely new audience.

Link to Case Study- http://cargocollective.com/awardsubmissions/1277729/