#24RIDE, the first ever 24-hour livestream game show, announced the launch of new Mercedes-Benz A-Class. 12 participants drove 20 influencers through 9 cities while getting tasks from mission control tower.

Anyone could join this trip because the car and all stops were wired with cameras and broadcast to YouTube & FB. Livestream viewers could win one of 200 prizes, including a new A-Class.

Client wanted to present new model & its features to young audience (25-34 yo.), create trend and achieve demand. Secondary also gain content for social media channels that would be used for next 2 months.

We came up with a completely new format. A 24-hour road game show all around the country and livestreamed on the client’s social media (FB & YT). People could join in at any time, from anywhere, on any device.

The car had multiple civil drivers and trend-setters as passengers, including a scientist, actor, singer, YouTuber, economist, and presidential candidate (all within target group).

The driver/passenger teams were competing too and had to visit various places w/ adventurous challenges and perform tasks to collect points. Among challenges: zombie forest, bungee, edible flowers search, karaoke, airport plane race, etc.

Car was the hero character thanks to its ability to talk and take verbal commands - change interior color, navigate, share weather forecast, etc. The car crews were visiting the mission control after their round to comment on their best moments which were edited/broadcasted every 2h as “best of” inserts.

The project’s goal was to attract the 25-34yo demographic to show that new A-Class is fun. We targeted social media users, and generated huge traffic thanks to Livestream format that is highly prefered by social algorithms. We used Sun as a timer and went from sunset to sunset, from Sunday to Monday. Because Sunday is the social media peak (to gather threshold amount of audience) and Monday because it is the day that people hate to be at work the most.

Streaming the hosts in mission control keeping focus throughout the 24h was authentic and brought extra attention.

Because A-Class is the access point to the Mercedes-Benz portfolio (cheapest, but with the newest technology package) for new MB customers, launch needed to be funky&sexy for a young audience, who often see MB as a conservative brand for senior professionals.

Global claim #justlikeyou was fulfilled throughout the concept.

We asked T-Mobile for partnership, assembled non pre-existing device powered by 14 SIM-cards to assure 5 cameras HD broadcast even in high vehicle speed. Also live-edited the “best of” every two hours and for every team, which we ran when the livestream was quiet.

We previously drove 2 test rides to avoid signal drops and to measure the best possible lighting (natural or artificial) for every act, or car key handover. We created self explanatory visual script + composed funny rap soundtrack with driver’s 10 commandments, played before every ride. There was no prior gameshow campaign since target group is always plugged in. We implemented several educational, funny challenges like giving the first aid to an actor, “how to” photo shoot of the car campaign with supermodel, or inter-generational challenge between mum & her son Youtuber. We also pre-recorded drone shots in exact times and places of the road show.

• SOCIAL MEDIA REACH: 1,269,000

Over 800,000 accounts viewed the MB FB site just in those 24 hours

• SOCIAL MEDIA IMPRESSIONS: 2,300,000

• ENGAGEMENT: 63,000

• Reached Target audience: almost 70% / aged 25-34

• all KPIs exceeded by min.200%

• PR: 16 articles / 2,019,898 reach

• Sales of the model picked up by 30% (claim by MB CR)