The Mercedes-Benz' 'Take the Wheel' is a Competition for Instagram

By: Laura McQuarrie - Published: Aug 5, 2013 • References: instagram & adverblog
The Mercedes-Benz 'Take the Wheel' campaign asked five top Instagram users to travel for five days, taking snapshots on their journeys while driving the new CLA. At the end of the trip, Mercedes-Benz awarded the Instagram user who got the most "likes" with their very own CLA.

This campaign is a creative way to get people test driving the new vehicle, as well as get beautiful shots of the CLA from photographers who already have an established group of followers on Instagram. As the clever car campaign remarks, "It's not how far or fast you go, it's who follows you."

Cars like the new Mercedes-Benz CLA sell itself, but it can be difficult to grab the attention of tech-savvy millennial in a market that's competing for their attention. Stats for Photo-Fueled Car Competitions Trending: Older & Average
Research: 5,915 clicks in 146 w
Interest: 0.8 minutes
Concept: Take The Wheel
Related: 68 examples / 52 photos
Segment: Females, 12-35
Comparison Set: 25 similar articles, including: effortless text-adding apps, instant filter camera lenses, and instaddicted superhero feeds.