What begins as just another #MannequinChallenge video of people paused in action, ends as proof of the new E-Class’s ability to automatically park itself—even with a ‘frozen’ driver at the wheel.

Never one to just follow, Mercedes-Benz truly accepted the challenge and turned a viral trend into a tactical demonstration of its innovative technology.

Tactical in nature, the video was always going have a limited temporal relevance so was posted at the height of the social craze across the brand’s social platforms, relying on limited paid promotion and organic shares and engagement.

2,878,912 people reached

+800k views in 5 days.

98% positive sentiment

Over 2900 shares on Facebook

+10k positive reactions

USD0.30 per click