Monza. Italian GP. F1 arrives in Ferrari’s house, the team with the most passionate and loyal supporters of the world. How can Mercedes-Benz bring out all of its passional spirit? By overcoming Ferrari’s supporter passion and leaving the technological supremacy on the field. To succeed it was necessary, first of all, that all of the MB supporters felt as part of one big population (the MB population). To do so, we asked them all of their participation to support the team in the most difficult GP, the one coloured in Ferrari red (where Ferrari’s flags dominate). Consistently with our goals, we engage supporters with creativities and CTA that would stimulate their creative, joyful and passionate side to dominate the social conversations and interactions.

We created the #GOMB hashtag that reunited all the MB supporters on Mercedes-Benz Italia Twitter profile. We created the first pilot emojis in the world: Hamilton and Rosberg used them to engage supporters with sympathy and the supporters enjoyed using them in their tweets. For the first time, emojis got into real life becoming real masks, spread in the circuit and printable at home: supporters and mechanicals made selfies and share them. For 4 days we tweeted special contents to exclusively bring to life the GP: private events, pilots interviews, live broadcast from the circuit and a live session that followed the race minute after minute. Brand Ambassador and celebrities engaged their fan asking them to sustain #GOMB. Supporters had the chance to live the GP together with MB in a new way: with sympathy and passion.

Mercedes-Benz dominated worldwide social conversations overtaking Ferrari in its own home.

Drivers’ emojis reach 201 MLN worldwide on twitter.

2 MLN video views on Facebook and Twitter.

over 40K interactions on Facebook and Twitter.

Over 30.000 tweet all over the world.

Trending topic in Italy, France and UK.