Clemenger BBDO Melbourne creates online social media-based game for Mercedes-Benz

Clemenger BBDO Melbourne has created an online social media-based game for Mercedes-Benz Australia. Called Race Around the Web, it invites drivers to discover customised courses hidden around the web and challenge their friends on the tracks.

VISIT THE SITE HERE

Registered bloggers can use the in-game tools to create their own tracks and share them with their followers. They can choose a variety of terrains and build the tracks twists and turns to be as easy or as difficult as they like. There are also five championship tracks, created especially for the game, which players must complete in order to be in the running for the major prize, an all-new Mercedes-Benz B-Class 

There are also fortnightly prizes for participants who find and complete the non-Championship race tracks. These prizes (worth a total of $24,000) will be awarded to drivers who race the greatest number of tracks.

Clemenger BBDO Melbourne digital creative lead Tommy McCubbin says the idea behind Race Around the Web was to make it entertaining but also easy to share. 

Says McCubbin: “Bloggers love traffic to their site, and are always looking for new ways to provide engaging content. Race Around The Web gives bloggers the opportunity to design, build, and embed their own track in their blog, and allow participants to challenge their Facebook friends in a Mercedes-Benz Concept A-Class.”

Mercedes-Benz Australia emarketing manager, marketing communications, Rebecca Williams, says Race Around The Web, like other recent Mercedes-Benz campaigns, utilises Facebook as a way to connect with their audience online. 

Says Williams: “Three months ago we launched the Mercedes-Benz Facebook fan page and today we have over 10,000 fans.  Ultimately, it’s about engaging with new audiences and to do that, we must gain permission to start a conversation online.” 

The Race Around The Web competition will run until Sunday 9th  September, 2012.