Mercedes Race to Super Bowl Controlled by Tweets

As we all know The Super Bowl is as famous for it's ads as it is it's football. Although not strictly a Super Bowl ad in the traditional played-at-half-time-on-a-large-screen sense, Mercedes' Twitter Race is gathering a lot of online attention and getting a lot of football fans very interested.

The race kicked off Feb 2nd with four teams leaving NY, LA, Chicago and Tampa racing towards Dallas in Mercedes' that are fueled by the power of ordinary peoples tweets and several high profile coaches with large amounts of followers. The amazing thing about this campaign in that this "fueling" isn't metaphorical, Mercedes have build cars with engines that respond to twitter commands. Amazing!



This project is yet another great example of how we can use online tools to affect offline objects to create a sense of magic around a product or campaign.