Mercedes. A brand known worldwide, and one you probably see on streets every day.
You would think that a global leader in the automobile industry would rarely put a foot wrong when it comes to marketing. However, during the Super Bowl, which is arguably one of the most renowned events for marketing campaigns, their exciting “Last Fan Standing” campaign flopped.
At the kick-off of Super Bowl 2018, those who had registered, were in the running to win a brand-new Mercedes, simply by holding their finger on the top of a car on the Mercedes website. The “Last Fan Standing” would become the winner of the car. After much anticipation and lead up to the kick off, technical difficulties prevailed, and the competition was off. Mercedes then tweeted to announce that the winner would be randomly selected.
There are lessons to be learnt from this mobile marketing failure. While on paper it may have seemed genius, the execution was poor.
Associating the campaign with one of the biggest sporting events worldwide drew a substantial audience for Mercedes. However, to implement their idea on such a large scale, proved difficult and beyond their means.
The possibilities appear to be endless for mobile marketing, however if a campaign can’t be pulled off, then what was the point? Learning from Mercedes mistakes I would say it’s a good idea start simple, understand the audience and clarify the objectives of the campaign.