Mercedes-Benz has launched its "most collaborative" campaign, inviting users to upload tweets, videos, Instagrams and blog posts to an interactive Facebook site which could win them tickets to music, sports and fashion events.
The brand will set challenges on its Social Reporter site, with winning entries chosed by the user community. Prizes include tickets to a Kasabian concert, the British Grand Prix and the Open Championship.
Marketing director at Mercedes-Benz, Andrew Mallery, said: "This puts the three-pointed star at the heart of credible two-way conversations with fans of the brand. By placing real content creators at the heart of the strategy, we halo fans and get to offer them amazing unrivalled content opportunities too. It is perfect social currency all round."