The Mercedes Live Race gives Formula One fans the incredible opportunity to race against David Coulthard. The race which will be held in Surrey, UK will see the F1 driver in a car and his competition race against him in the exact car -- and on the same track -- in the video game Grand Turismo 5.
The Mercedes Live Race is a brilliant marketing collaboration between the Mercedes brand and the racing game Grand Turismo 5. Fans have until the 22nd of August, 2011 to enter the contest and 24 people will chosen to attend this unique event.
Implications - Marketing collaboration can be a fruitful venture for both brands. It allows the brands to do many things, one of which is expose their company to a different demographic. Companies should consider a collaborative marketing venture.