During Super Bowl 53, Mercedes-Benz was launching their first car that can have a real conversation - which is also their first car for millennials. So instead of telling them about the innovative feature, we let the car speak for itself and join the conversation they were having about the Super Bowl on Twitter.
As a live demo of its real-time language processing, we posted films of the A-Class dishing out “real talk” on everything from game play to the halftime show and commercials (including those of our competitors).
Towards the end of the infamously uneventful game, our A-Class got a little too real for the NFL who demanded we take down a tweet featuring the car calling it out for what it was - boring.
This moment thrust the #AClassRealTalk campaign into the spotlight, making international headlines, generating over 500 million media impressions and getting us thousands of new followers within 30 minutes of the tweet going live.