Let’s get #phygital
The most successful marketing is when a brand is able to enter simultaneously both worlds of schizophrenic consumers: their digital world in their real physical life.
In order to cater to a younger audience, Mercedes Benz was able to efficiently promote their car, revive their image, and engage virtually and physically with their new target audience, creating a huge buzz online.
THE TWEET RACE
Basically, 4 cars were competing in a race. The only way to fuel the car was through tweets, engaging a whole community virtually, and bringing random people together, to help the teams in each car to win the race.
For each 4 tweets, the car could drive 1 mile
You should really watch the case study