Mercedes Promo Seeks “Twitter-Savvy” Drivers

Mercedes is adding some social media muscle to a planned 60-second Super Bowl TV spot with a program seeking “Twitter-savvy” auto enthusiasts to race across country to the game in Dallas.
The automaker worked with online casting site GotCast, looking for four two-person teams of drivers. The winning team gets a Mercedes Benz 2012 C-Class Coupe. Teams starting in New York, Los Angeles, Chicago and Tampa will participate in what the company calls “The World’s First Twitter-Fueled Race.” The team that garners the most tweets and FacebookFacebook likes wins.
Mercedes announced the initiative today on its Facebook page. Semifinalists will be contacted on December 24 and will be asked to create a short video making their case. Mercedes will announce finalists on January 5. The company plans to run its ad during the fourth quarter, according to Advertising Age.
Mercedes isn’t the only luxe brand attempting to skew younger. Lexus today also announced a tie-in with a marathon for Halo: Reach this weekend in an attempt to position the hybrid as edgy