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/