A 'little-acts-of-kindness' strategy: don't say it, but do it.We created for Mercedes-Benz a quick way to make/communicate 'Twitter-TopTopicals'.Knowing that Mercedes-Benz has cars available at all times (even with a chauffeur ifnecessary) and knowing that people are always in to drive with a nice, fantastic, sportive, luxurious car we introduced with @MBmakemyday.By having small Twitter-TopTopicals, and putting a car available, Mercedes-Benz couldconnect in a sympathetic way to people.Using Twitter, we had a good match with that public who are interesting and interestedenough to tell our story too. Often these are young people with an interest in technology andhave a proper social network.The first campaign was organised around the national strikes, disturbing national traffic. The'unfortunate person' travelling furthest to his/her work could count on Mercedes-Benz. Theyoffered a luxury S-Class and chauffeur.@MBmakemyday is still used for similar acts-of-kindness and is well perceived by 'Twitterati'.

The campaigns achieved a lot of sympathy.Per campaign we reached about a 1,000 people directly. Indirectly we reached more but whyshould we take them in account? They're not relevant and not useful.The day winners had the car available, they constantly tweeted and posted updates from thecar including detailed interior pictures and even pictures of the driver (on average 10-12updates/tweets, incl. photos, per winner) .Having the winner working as a Mercedes-Benz ambassador he/she increased the credibilityof the brand towards his/her friends.... 'The veil dropped' ... and that was the eventual goal.