In October of 2010, Mercedes-Benz asked us to help them make a “big splash” leading up to Super Bowl Sunday. They gave us three days to crack it.

In a day, we came up with a little nugget of an idea based around a Cannonball Run-type race to the big game. However, with these types of race-like-objects having being done before, we needed an interesting little twist.

Hey! Why not use social interactions as the fuel instead of, well, fuel? Awesome! After some adjustments, the end result was Tweet Race: the first race completely fueled by tweets. With the concept in place, I resumed the thankless task of casting hot models for AXE.