The Monza Grand Prix is racing on social-media and on the streets
This year, the Italian GP’s amplification included the #BestMBfan contest and the Mercedes-Benz Supporter Home, both of which have once again strengthened the bond between the brand and the world of Formula 1 with a project combining online and offline activities.
Mercedes-Benz’s first place overall in last year’s championship was the starting point; what better way to create a winning team than with the best fan? And what better way to find him/her than online?
How? Through a social-media contest, which took place on the Brand’s main social channels (FB; IG & Twitter), where we encouraged users to show all of their passion for F1 by creating social-media contents and choosing their favorite pilot with the specially made hashtags: #BestMBfan, #GoHamilton or #GoBottas. Winners had the chance to spend an entire day with the team and watch the Monza GP as Mercedes-Benz guests.
In the days prior to the GP, the two Best fans met at the MB Supporter Home: the innovative glass showcase, composed of a 10-meter high wall entirely covered by semi-transparent LEDs, that allowed the public gathered in the square to interact with the online and onsite-generated contents and follow what was happening both inside and outside. Mercedes-AMG PETRONAS’ single-seater, showcased for the occasion, welcomed all enthusiasts.
After 5 days of live activities, special guests and interactive quizzes, the 2 Best fans competed to win the final prize: a chance to follow the team in the Abu Dhabi final.