The campaigns achieved a lot of sympathy.

Per campaign we reached about 1,000 people directly. Indirectly we reached more but why should we take them into account? they're not relevant and not useful.

The day winners had the car available, they constantly tweeted and posted updates from the car including detailed interior pictures and even pictures of the driver (on average 10-12 updates/tweets, incl. photos, per winner).

Having the winner working as a Mercedes-Benz ambassador he/she increased the credibility of the brand towards his/her friends.

'The veil dropped' -and that was the eventual goal.