Mercedes-Benz: #FormulaTweet

This case study demonstrates how Mercedes-Benz, the automotive maker, launched a new Twitter account to communicate directly with its fans in Italy.

Mercedes-Benz: #FormulaTweet

Campaign details

Agency: Roncaglia & WijkanderClient: Mercedes-Benz ItaliaCategory: Innovative Idea or ConceptCountry: Italy

Background

Before #FormulaTweet began, Mercedes-Benz's social presence in Italy relied solely on Facebook. It wanted to change its ways of interacting with the fans of Mercedes-Benz and therefore the client opted for Twitter to make the most of this original medium and communicate with the users of this social network.

Twitter was the perfect channel for direct communication about events, launch of new products and tactical campaign.

Mercedes-Benz Italia's main competitors were Audi Italia and BMW Italia. They...

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