Mercedes-Benz Canada targets Super Bowl tweeters

Does the touchdown stand? That’s the innocent—and timely—question Mercedes-Benz Canada posed in a clever Vine targeted at Twitter users watching the Super Bowl. The Vine video, complete with hashtags from #MercedesBenz to #Gridiron and #Touchdown, was a nod to the big game and features a lone pass on a football field. The text posted with […]

Does the touchdown stand? That’s the innocent—and timely—question Mercedes-Benz Canada posed in a clever Vine targeted at Twitter users watching the Super Bowl.

The Vine video, complete with hashtags from #MercedesBenz to #Gridiron and #Touchdown, was a nod to the big game and features a lone pass on a football field. The text posted with the clip reads “Play under review. Does the touchdown stand?”

The football Vine is part of a new partnership between Twitter Canada and Mercedes-Benz Canada.

Mercedes-Benz Canada interactive marketing supervisor Kelly Seawright said the company has only started using Vine quite recently. Its first two Vines—posted last October and December—supported the launch of the 2014 CLA and the related “Unleash” campaign.

The newest Vine was created by Ben Grant (pictured below) in collaboration with automaker’s digital agency, Kenna, which made the mini-stadium set by hand.

Seawright said Mercedes-Benz Canada wanted to engage with fans during Super Bowl in non-traditional ways. The content helped generate awareness among new audiences. Much of that awareness was gained by using Twitter’s new targeting capabilities, she added.

Ivan Pehar, senior account executive at Twitter Canada, explained that the luxury car company used “Twitter TV Conversation Targeting” to connect with Twitter users while they were watching the Super Bowl.

This new feature lets marketers promote Tweets to users that are conversing about specific shows, whether or not their brand has a spot running in the show.

In this case of the football Vine, Pehar said the results on the TV Conversation Targeting were three to four times that of traditional promoted tweets that have run on Twitter. This type of targeting allowed Mercedes to reach people who were watching the Super Bowl and talking about the game with timely and relevant content, said Pehar.

OMD handled the media buy for the campaign.

Brands Articles

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips

Are men underserved by online retailers or just more critical?

How gender is impacting online shopping habits and what retailers can do about it

Why Starbucks is winning at loyalty

Coffee chain sees record sales thanks in part to its rewards program

Telus partners with Aimia on loyalty program roll out

Telco to use 'Smart Button' software to help review and analyze customer data

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

What marketers can learn from… Marvel’s comeback

Great companies don't only make products, they build ecosystems