We went live with www.formulatweet.it, a website on which users could follow the social car pushed forward by their tweets racing against the F1 cars on the track, seeing real time the performance of the 6 best tweeters.

In order to push the contest and boost the engagement of the Mercedes-Benz community on social network, specially on Twitter, we ran an intensive social campaign, live tweeting, every single Grand Prix, creating memes and giving the users the chance to customize the social car every week. And, for the last GP we involved in the campaign Nico Rosberg and Lewis Hamilton.

In just 15 hours, the activity generated:

- 400 challengers;

- 11.300 tweets;

- 1.150 tweets/race;

- 2.230 tweets and 49 new followers only for the Final in Abu Dhabi;

- Buzz and related blogs and magazines;

- 4.007.000 users reached.