Mercedes-Benz goes for reality race

Jointly developed with MEC Singapore and Monterosa, the race invites participants to seek out, learn about, and celebrate the inventions pioneered by Mercedes-Benz.

Once users download the ‘Mercedes-Benz 125! Race’ app on the Apple App Store, they are guided throughout the race to uncover five Mercedes-Benz cars planted in designated areas across the country.

The game runs over four weekends from 26 August to 18 September. The app is also rich with information on the milestones and innovations pioneered by Mercedes-Benz.

Patricia Ho, general manager, marketing, at Mercedes-Benz Singapore said the race offers an innovative platform for the company to reach a wider audience, especially youth.

“Mobile is integrated into the youths’ lifestyle and the on-ground activation will make it relevant and exciting for them to engage with the brand,” she added.

In the race, the fastest person to find all five cars within one designated region will win a much coveted pair of Grandstand tickets to the Singapore Formula One race, and a weekend test-drive of a Mercedes-Benz car.

There are four regions of gameplay – the west, north, east and central regions of Singapore – with each taking place over three days between Friday to Sunday.

In addition, the gamer who completes all four regions with the shortest total time will win the grand prize of a trip for two to Stuttgart, Germany – the birthplace of Mercedes-Benz.

Rafis Kadir, head of digital of MEC, noted that engaging youth in Singapore is not always easy and the agency needed something "more than just great content".

“A reality competition that allows them to connect directly with our brand using their smartphone and win themselves some great prizes will be more effective than just using 100 per cent digital. And I’m sure we’ll be seeing more of such campaigns where marketers will continue to blur the lines between online and reality.”