Mercedes-Benz Australia Celebrates Formula One Melbourne GP with Pit Crew ‘Speed of a Silver arrow’ Game
DATED Apr 04 2018
Mercedes-Benz Australia activated around the 2018 Rolex Australian Grand Prix, the Formula One (F1) season opener, through an event-specific online game offering players a chance to win daily prizes at the event.
The game, an activation-first for the premium automaker, encouraged players all across Australia to join the Mercedes-AMG Petronas Pit Crew to tap and swipe their way to victory through several levels, based online at https://www.amgpitcrew.com.au/
The gaming mechanics were based on the twin objectives of speed and precision, as the online game plays and mimics the requirements of the Mercedes-AMG Petronas Pit Crew who consistently deliver sub 2.5 second stops.
Between each round of the game, contestants are served up a series of F1 and Mercedes-AMG Petronas facts.
Throughout this gaming activation, daily prizes were awarded to those topping off the leaderboard, winners defined by the speed of their swipes and the level reached with their taps.
The Grand Prize was won by Bryan M.
The game was developed in connection with Online Circle Digital and ran in the AMG Activity Hub in Champions Gateway, situated at the F1 2018 Rolex Australian Grand Prix. The app sat at the heart of the auto brand’s Melbourne GP activity programme – one that spanned both on-site track work (including a branded lounge and a VIP hospitality programme), plus activity across all the Mercedes-Benz Australia social platforms.
This activity included Instagram posts and story streams:
1,099 Likes, 10 Comments - Mercedes-Benz Australia (@mercedesbenzau) on Instagram: "It's Race Day! Best of luck to the Mercedes-AMG Petronas Motorsport team in today's 2018 @ausgp...."
as well as Facebook posts and videos.
“The Petronas team is amazing. As with anything at Mercedes-Benz, our strategic plan is to be Number one. We thought this year we would provide a different way for our audience to engage with the brand and so, the game was born,” commented Online Circle Digital’s managing director Lucio Ribeiro.
This local market Australian work ran in parallel to a global activation from the Mercedes F1 team that also included a set of season-opening digital/social video pieces.
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