Thinker / Doer / Director / Creative Director / Designer / Technologist

Sam Luchini – Work

Tweet Race – Mercedes Benz

As Mercedes-Benz celebrates 125 years of innovation, competitors have been positioning the brand as old and stodgy.Our challenge was to introduce a legendary automaker to a new generation of consumers and launch Mercedes-Benz USA Twitter account. We created The Mercedes-Benz Tweet Race to the Super Bowl. 3 Days, 4 Teams, 1400 miles. Their Fuel: TWEETS. Destination: SUPER BOWL. On Feb. 2, 2011, four two-person driving teams recruited on Facebook embarked on their challenge powered only by the Tweets of their online supporters. Teams were in charge of creating engagement to literally drive them forward in real Mercedes-Benz vehicles. Conducted on Twitter and chronicled in real time at www.mbtweetrace.com, the race generated vast amounts of wholly 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 and created connections between the brand and a new audience.