Traditionally known for its tennis sponsorships, German automaker Mercedes-Benz is set to target football fans during this year’s Super Bowl. Going above and beyond the everyday commercial mega-purchase, Benz has devised a unique social media tie-in.
Four days before the NFL championship game (Feb. 2-4), four celebrity-led teams (Rev. Run, Pete Wentz, Serena Williams, and Nick Swisher) will “race” to Dallas from New York, LA, Chicago, and Tampa, completing various challenges along the way. But the challenge isn’t about who gets to Cowboys Stadium first—the winner will be crowned according to whoever generates the most Twitter activity. Got a favorite? Get to Tweeting and you might help them win a pair of 2012 C-Class Coupes—oh, and there’s some prizes for you too.
Head on over to Mercedes-Benz Tweet Race for all the official rules. Good luck.