The aim is simple: users had just 13 minutes to find, and win, the new GLE Coupé.

To make it possible, we designed the first interactive treasure hunt which went live on the Periscope channel of Mercedes-Benz Italy, few days before the F1 Monza GP.

We projected this innovative way to interact with the audience also to dominate the topic about F1 Monza GP. A teaser stage intrigued the community with a video showing the SUV running away from a camera that pursues it. Even Hamilton joined the operation challenging his fans to participate. Also memes on Facebook and Twitter took the count down for the live event.

The first interactive treasure hunt went live on the Periscope channel of Mercedes-Benz Italy, few days before the F1 Monza GP.

We customized a special drone that broadcasted live on Periscope from its point of view. The drone has been driven by a pilot and a copilot, which was also the host of the event: Pierluigi Pardo, an italian sport journalist.

Users commented live and recommended directions through their comments by means of their smartphone, while the copilot chose the directions to follow and gave instructions to the pilot.

The flight plan was based on crossroads: when a crossroad has been reached, the copilot/host asked users which way they’d like to take.

The aim was simple: few minutes to find the SUV, and win it.

This campaign opened a new trend in Mercedes-Benz Italy communication: more oriented to innovation and to offer new and engaging experiences to people who want to interact with the brand. #FindTheSUV is the first step towards new horizons where Mercedes-Benz is perceived as an innovative brand not only for its products, but also for its way to communicate.

In just 13 minutes the live streaming generated:

over 1,000 views,

over 6,000 likes,

more than 1,500 comments.

In one week the whole campaign generated:

more than 1,500,000 views of the video contents,

1500 favourites and 2,500,000 views on Twitter,

+ 100% new followers on Periscope,

4,000,000 people reached dominating Twitter conversation on the Monza Grand Prix and overturning the Italian F1 social trend.

Buzz and related blogs and magazines.

Twitter Head of Global Brand Strategy rewarded the campaign for the best use of Periscope worldwide at Twitter Awards.