Mercedes turns Facebook fans into spy-movie stars

With a Facebook game and a mobile app, the automaker offered folks with James Bond dreams the chance to feel like secret agents—combining a coupé and a coup.

Ever wanted to feel like James Bond? Mercedes-Benz can help make that happen.

The automaker’s Drive & Seek Facebook and mobile apps take your handheld gadgets (which are becoming more super-spy-like all the time) and add in an element of adventure and intrigue. The games are tied in to an online movie about glamorous art thieves.

“To extend the interaction with the new C-class coupé we created the Facebook game ‘Drive & Seek – The Prologue,’ which is dramaturgically the very beginning of the whole story,” says Wolfgang Würth, social media communication manager with Mercedes. “As part of the team, the user is on the hunt for the stolen painting and plans the big coup.”

The game and the app pull in a user’s friends and require teamwork to crack the case. Mercedes is banking on the game and the film’s appeal to a younger audience.

The plot unfolds

It’s hard to pinpoint exactly how long it took to develop the Facebook game, Würth says, since it was part of the integrated campaign.

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