#FindTheSUV, the Roncaglia Group and Mercedes-Benz Italia push the boundaries of Periscope forward.
Posted by Gruppo Roncaglia | 09/09/2015
How do you deal with a launch never seen before? With an operation never seen before.
For the first time, Mercedes-Benz Italia launches three new SUVs at the same time. To introduce them, Endeavour Digital Marketing, the web agency of the Roncaglia Group, created an initiative involving users in the first interactive treasure hunt on Periscope, just a few days before the Formula One 2015 Monza Gran Prix.
#FindTheSUV. Find it if you can. This is the name of the project, developed in collaboration with Twitter Italia: A unique treasure hunt whose goal was to try to find and try to win a GLE Coupe, the sportiest among the SUVs of the new Mercedes-Benz range.
To do so, a special drone was branded and it filmed and broadcast the hunt for the SUV live on Periscope. A wonderful opportunity for all fans of the Star and fans of innovation to take part in an unprecedented event, thanks to the possibility to drive the drone remotely, through their comments, in search of the car hidden in Monza Park.
The treasure hunt was covered live by Pierluigi Pardo, sports journalist and social star, who got users involved in a live show that is already a benchmark in the innovative use of a media that is already innovative of itself. Periscope streaming was in fact, carried out with a real "television" direction that transmitted real-time images from various cameras located within the area where the SUV was hidden.
The initiative was announced in a promo video of great effect which in a few days, - on all platforms - totalled over 1,200,000 views and supported by a creative posting plan on social channels of Mercedes-Benz that stimulated the attention of users, inviting them to attend the event. Even the world champion Lewis Hamilton was involved in making a video call that, in a few hours, was viewed over 300,000 times.
As icing on the cake of a weekend "dominated" in communication by Mercedes-Benz, Endeavour then managed, together with Twitter Italia and Fuel, the entire live coverage of the Monza Grand Prix on the brand's social media with an unusual Live Studio. In an unexpected and surprising way for users, the entire race was commented with creative actions developed in real-time and unique content that entertained fans of the Star, making them fall into the Grand Prix mood and making engagement on the Twitter profile of Mercedes-Benz Italia skyrocket (+900%).
In just one week, the initiative achieved 7.5 million people with over1.5 million interactions on social media and as many views of the videos produced.
"Impressive numbers that gratify us and, once again, confirm how constant innovation that has always characterised our agency and that is central to our understanding of communication and service for our customers, is the path to follow for achieving quality results in a hyper-competitive market such as that of digital communication", emphasizes Armando Roncaglia. "We are very pleased to especially emphasize that, thanks to the work done together in recent months, Mercedes-Benz Italia has become a leader also on social media and the first automotive brand in Italy for number of Twitter followers and engagements".
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