Mercedes invites fans to the launch of the W08
For the launch of its 2017 car, Mercedes decided to innovate by inviting fans to take part in the ceremony through a competition on Facebook.
If Ferrari has already announced that its launch will take place on its Fiorano circuit on February 24, Mercedes unveiled its own date today, scheduled the day before the Italian rivals.
But the originality of the announcement from the team, triple reigning world champion, is that it has decided to invite fans to this presentation at the Silverstone circuit. The lucky selected ones will thus have the opportunity to see the curtain-raiser and also watch the W08 take its first laps on the English track.
To carry out the selection, Mercedes set up participation through its Facebook page. Social networks have thus become an essential axis of team communication, with numerous posts throughout race weekends and between each event as well.
This quantified popularity can thus be valued with various sponsors, who in turn are exposed to millions of fans or followers. For example, the Facebook page of Mercedes has 11 million fans while its Twitter profile counts 1.6 million followers.
By agreeing to participate in this contest, fans automatically become members of the page, which allows the team to easily increase its number of fans through exclusive content that entices fans to join.
This staging of a launch can thus recall what McLaren had done in 2011 when Vodafone carried out an operation aimed at its customers in the heart of Berlin for the launch of the MP4-26.
With the participation of www.racingbusiness.fr
