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:

Take a glimpse at the excitement that was the 2018 Formula 1® Rolex Australian Grand Prix. From the Mercedes-Benz Star Lounge, to the display vehicles at the Mercedes-AMG Hub, to our interviews with @lewishamilton and @valtteribottas, the weekend was an incredible celebration of teamwork, power and style. #Mercedes #MercedesAMGPetronas #GrandPrix #LewisHamilton #ValtteriBottas

1,090 Likes, 11 Comments - Mercedes-Benz Australia (@mercedesbenzau) on Instagram: "Take a glimpse at the excitement that was the 2018 Formula 1® Rolex Australian Grand Prix. From the..."

It's Race Day! Best of luck to the Mercedes-AMG Petronas Motorsport team in today's 2018 @ausgp. Check the Mercedes-Benz Australia Instagram stories for ongoing updates from the Mercedes-Benz Star Lounge. #Mercedes #MercedesAMG #AMG #Petronas #mbstarlounge

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.

Comment:

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.

From inventive gaming initiatives like this, to augmented reality car launches (see our case study on Renault’s tie-up with Microsoft HoloLens), to the rights-holders first ever integrated, global marketing push (see our #EngineeredExcitement case study), its been an impressive start to the new F1 season as far as marketing and activation is concerned.

Powered by Activative > This story originally appeared on Activative: an intelligence tool providing creative and strategic insight to fuel game-changing sports and sponsorship marketing. For more information visit us at www.activative.co.uk or email us at contact@activative.co.uk for a demonstration.

Links:

Mercedes-Benz Australia

https://www.amgpitcrew.com.au/

https://www.mercedes-benz.com.au/

https://www.instagram.com/mercedesbenzau/

https://www.youtube.com/mercedesbenzau

https://www.snapchat.com/add/mercedesbenzaus

https://www.facebook.com/MercedesBenzAU

https://www.linkedin.com/company/mercedes-benz-australia

Online Circle Digital

https://theonlinecircle.com/ 

Mercedes-AMG Petronas F1

https://www.mercedesamgf1.com

https://twitter.com/MERCEDESAMGF1

https://www.youtube.com/user/MERCEDESAMGPETRONAS

https://www.facebook.com/MercedesAMGF1

https://www.instagram.com/MercedesAMGF1/

  

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