2017 was a successful year for Mercedes AMG Petronas team. They had the best cars, the top technicians and engineers, the most performing drivers. Only “one thing” was missing: the best supporter. That is why we made them members of the team, looking for the most passionate fans with a social multiplatform contest that started on the web, went to the street and finally the pit. Facebook, Twitter and Instagram have been invaded by more than 7,000 user generated content with the hashtag #BestMBfan. Many influencers and brand ambassadors gathered fans together, but what really made the difference was the partnership with the F1 team which gave us the opportunity to involve exceptional influencers such as Hamilton and Bottas (drivers) and Toto Wolff (executive team manager). They recorded videos dedicated to the users and welcomed the 2 finalists to the pit showing them the most secret areas of the racetrack.

#BestMBfan is the social contest which starts online, arrives in the street and ends in the pits. We asked users to create social content showing their passion for Mercedes-Benz team. Then the F1 team invited the fans to the Mercedes-Benz Supporter Home. Celebrities and supporters interacted live with the showcase and were involved in 5 days of live activities. Finally, the 2 best fans won a unique experience during Monza GP: the opportunity to spend a day with the F1 team finding out its secrets, from the engineering room to the legendary magic button.

Timeline: 07 July – 15 September

Placement

07 July to 15 September: MB social Channel and BestMBFan landing page;

30 Agust-05 September Mercedes-Benz Supporter Home

2 Best MB Fans special guest of the MB F1 team during Monza GP

2 Best MB Fans in Abu Dhabi for the final of F1 Championship (26th November)

Scale

National/Italy

Thanks to an integrated project which started on the web and ended at the Mercedes-Benz Supporter home we overcome 2016 results. We had 5 days of live action show involving more than 5,000 people on site; we had a total reach of 25 million; 60,000 interactions on FB, TW, IG; over 200 contents published in real time on MB social channels; over 7,000 user generated content with #BestMBFan and over 2 million video views. It was a double success, both on the track and online.