# Photo-Fueled Car Competitions The Mercedes-Benz' 'Take the Wheel' is a Competition for Instagram By Laura McQuarrie | Published 2013-08-05 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/take-the-wheel References: [adverblog](http://www.adverblog.com/2013/07/30/instagram-fame-at-heart-of-the-latest-mercedes-benz-usa-campaign/) & [instagram](http://instagram.com/mbusa) The [Mercedes-Benz](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds) 'Take the Wheel' campaign asked five top [Instagram](https://www.trendhunter.com/trends/koda-hijacks-competitors) users to travel for five days, taking snapshots on their journeys while driving the new [CLA](https://www.trendhunter.com/trends/concept-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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 46% | Activity: 83% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Social Media Car Campaigns:** Brands can leverage social media platforms like Instagram to increase test drives and brand engagement through photo competitions. - **Influencer Marketing:** Partnering with social media influencers can increase brand visibility and credibility among their followers. - **Gamification of Car Buying:** Introducing gamification elements in car campaigns such as competitions can make the buying process more engaging and interactive for customers. ### Where This Applies - **Automotive:** The automotive industry can leverage social media platforms and influencers to enhance their marketing efforts and engage with younger audiences. - **Social Media:** Social media platforms can offer new and creative ways for brands to market their products and engage with customers through gamification and influencer marketing. - **Photography:** Partnering with photographers and tapping into their audience can create a new opportunity for the photography industry. ## Related on Trend Hunter - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [Social-First Car Campaigns](https://www.trendhunter.com/trends/reddit-car-share.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Romantic Luxury Vehicle Ads](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds.md) - [Stylish Concept Electric Cars](https://www.trendhunter.com/trends/concept-cla.md) - [Luxury Vehicle Test Drives](https://www.trendhunter.com/trends/mercedesbenz-world.md) - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Humorous Hotel Campaigns](https://www.trendhunter.com/trends/marriott-bonvoy-x-mercedes.md)