Instagram engagement, reinvented.
The all new and improved W176 Mercedes-Benz A-Class has a powerful and playful look. In order to drive lead generation and sales among millennials while putting pressure on major competitors in parts of Italy, the A-Class Next Generation engaged with young prospects through a unique Instagram game: #CoolModeOn.
Using Instagram tags, #CoolModeOn was a treasure-hunt-style advergame which took the audience on an enticing journey to discover the German car’s new design and features over the course of 2 months. The deeper users delved into finding the right tag on the pictures, the more likely they were to discover hidden profiles with secret rewards. The most highly-desired prizes were a huge one-time-only special offer for the car and the opportunity to spend a day with a basketball champion, visiting the coolest clubs in town while travelling in style on board an A-Class.
70 prizes were won, with the top ones going to two guys aged 21 and 24. The Facebook and Instagram reach totalled over 150,000 users, and 99% of participants were on target. #CoolModeOn won the 17th Interactive Key Award for Best Advergame and the Best Advergame accolade at the 22nd Mediastars awards.