The Super Bowl is a week away. Whether you are excited for the game itself, the commercials or the Justin Timberlake halftime show, like my wife is, either way many people will be watching as it is the biggest televised sporting event. Commercials, advertising, it’s the biggest event for marketers, where they launch new creative, and campaigns that can propel a company for the year. Sure you have heard the phrase, Last Man Standing, Mercedes Benz has taken that type of approach and theme into their Super Bowl commercial. There is a twist though, this will be a contest where the Last One Touching a car wins that car. That’s right, Mercedes Benz will giving away a car to the person who has his or her finger continuously placed on the top of the car on their smartphone screen the longest.
This is an interactive phone based task that will start at 5:30 p.m. ET on Super Bowl Sunday, the same time that the big game will start. While people are enjoying the big game they can attempt to win a brand new Mercedes AMG C43 Coupe, simply by keeping their finger on top of a car on the Mercedes-Benz’s website.
Now holding your finger on a car that isn’t moving, wouldn’t be much of a challenge. So, the Mercedes Benz, Last One Touching, campaign will challenge people’s patience, stamina and avoid distractions, as they focus their attention on winning a new car. The car on the screen will be moving around the football field at Mercedes Benz Stadium in Atlanta, requiring participants to follow along with a finger on the top of the car. The Mercedes Benz Stadium in Atlanta will be the site of the 2019 Super Bowl. As you participant, you can be sure that the difficulty will increase the longer the challenge goes until there is one person remaining, and they will then win the car.
Participants who register and share that they are playing the game on Twitter will receive one-time, 5 minute “timeout” during the game. Obviously, I think that could come in handy, as you never know how long the game will go and it will give you a brief break. Mercedes has also warned participants in their rules that if they determine that the game has gone on for too long and no more participants will be eliminated, they will declare a deadlock and hold a random drawing for the remaining contestants to award the winner of the car.
If you are like me and would like some practice first, don’t worry. Beginning this Wednesday, Mercedes Benz will allow you to start practicing with an interactive training game to get you familiar. I am curious to see how this plays out, as I think that it is a great marketing ploy. First, it distracts participants from the actual football game as they have to focus on keeping their finger on the car and following it around. Second, with the car on their smartphone screen on the field at the Mercedes Benz Stadium, they are getting a jump start on promotion for next years’ big game that will have their name all over it. Plus, they are incorporating it on mobile devices as people have to participate on their smartphones.
Have a great Super Bowl Sunday everyone, and maybe, just maybe you could win a car from Mercedes Benz.
