Mercedes-Benz is returning to the Super Bowl this year, but instead of a flashy ad, they're bringing a twist to the decades-old last person standing promo stunt. The Mercedes-Benz USA ‘Last Fan Standing’ competition gives fans a chance to win a Mercedes-AMG high-performance sports car.
While New England and Philadelphia battle on the field, thousands of dedicated Mercedes-Benz fans across the US will have to keep their eyes, and fingers, on the prize if they want to win.
‘Last Fan Standing’ is a modern take on a classic challenge, often done through radio promotions at a car dealer, in which contenders test their patience and stamina in the hopes of winning a new car by being the last person with a finger planted on the vehicle.
The new digital version, created in partnership with R/GA, requires players to use their fingers to follow a virtual Mercedes-AMG C43 Coupe around a smartphone screen until their patience or attention gives way. The original rules, however, remain the same: lose contact with the car and you’re out. The last person touching the car through their screen wins it. As the game difficulty progresses and contestants drop out, a live counter will show the number of players remaining and how long they’ve managed to hang onto the Mercedes-AMG C43 Coupe.
“We wanted to get beyond the traditional game-day executions and do something that was more reflective of the social co-viewing phenomena that game day has become with people alternating between watching the big screen and socializing on the small one,” said Drew Slaven, vice president of marketing for MBUSA.
Participants who want to compete will have time to practice before the official competition starts before the game begins on Feb. 4. Starting Jan. 31, players can hone their dexterity through an interactive training game that allows them to practice tracking the car across their phone’s screen, set up reminders and invite their friends to play by visiting LastFanStanding.com. On game day, players can officially register and read up on tips and tactics for success, such as phone charging advice, tackling bathroom breaks and more.
After registering, players who share on Twitter that they’re joining the game can score a one-off, five minute “timeout” to use at their convenience – a huge bonus for a challenge that could last long beyond the football game’s final whistle.
Last year, Mercedes-Benz enlisted the Coen Brothers to direct an 'Easy Rider' themed Super Bowl spot.