Before Christmas we announced a Facebook competition to send one lucky fan on an exclusive date with wold-famous house DJ Felix Jaehn in the scenic Austrian alps.

What neither the winner nor our star guest were expecting: the ride up to the cozy hut in the mountains wouldn't be as intimate as they had thought… Together with one of Mercedes-Benz’ best stunt drivers we invited our global Facebook community not only to watch driving action on Facebook live from ten different camera angles, including a drone, but to become our co-directors and challenge the features of the GLC 4MATIC in real time.? Using the different „Facebook Reactions“ fans could influence interacrtive obstacles on-site and add a whole new level of difficulty to the already challenging high speed drive on snow and ice and trigger Christmas characters with flame throwers, giant gift boxes or life-sized elks appearing on the track.

A two week long competition on Facebook gave fans the chance to apply to go onto a date with our star guest in the Austrian Alps first.

The Reaction Drive then happened on a sunny afternoon in the remote Austrian Alps right before the actual date between the two, when being shuttled to the final location. It was then simply posted on our Facebook page as a Facebook Live Event without the support of any media budget or additional promotion.

Our interactive video organically reached over 1.2 million users. More than 3,500 live-directors were watching and we triggered a total of 17,000 interactions.

The Mercedes-Benz 4MATIC features were showcased and tested in a new and interactive way together with our fans and as a result experienced hightened awareness within the younger target audience we wanted to reach.