Mercedes’ Tweet Race Ends With Over $120,000 For Charity

Emmanuel P February 10, 2011

Mercedes’ Tweet Race has come to a successful conclusion, in the end managing to raise over $120,000 for charity. “This was an amazing experience for us,” said Stephen Cannon, VP of Marketing for MBUSA. “The Tweet Race was a strategic leap of faith in terms of not only allowing but encouraging people to engage with Mercedes-Benz on their own terms. So we were thrilled to see the enthusiasm and creativity people brought to it. And, while the Race is over, we see this as just the beginning of an ongoing conversation through these digital channels.”

Winners Todd Sanders and co-driver John Pedersen were given brand new 2012 C-Klasse Coupes each by Mercedes-Benz for their efforts. Also known as Team S by their Twitter fans and supporters, Team S garnered some 43,000 tweets over a three-day period. Sanders and Pedersen drove an S400 Hybrid, with Peter Wentz, Black Cards frontman Pete Wentz, acting as coach and crew chief. Team S was able to bring a $45,000 donation from Mercedes-Benz USA. Tweeters and supporters put together a donation of over $5,000 for St. Jude Children’s Research Hospital.

“The campaign was packed with industry firsts from both a creative and a technology perspective, and truly pushed the boundaries of what is possible in harnessing the social graph”, said Bob Lord, Razorfish CEO, who was Mercedes-Benz USA’s agency behind the race.

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