The Brief: Launch the new Mercedes-AMG high-performance vehicle range in an exciting way.
The Solution: The #AMGExtreme Adventure.
A fully integrated content campaign that started with a competition on social, calling all thrill seekers. To enter the competition people had to tell us the most extreme thing they've ever done. Winners were paired with influencers and sent on a cross-country adventure through three cities where they were challenged to extreme activities such as heli-flips and bungee jumping. A chance for them to get up close and personal with these high-performance machines, putting the vehicles to the ultimate test. These adventures were filmed and distributed as webisodes on YouTube week by week. Each weekend was tailored to the vehicle's personality creating a unique experience for each winner (to share online). Thousands of responses were submitted to participate, but there could only be 3 winners. Were they extreme enough?
424 test drives booked within a 3 week period!
The campaign also drove a 400% increase in web traffic and +179k social interactions.