By Jenny Berg Posted February 2, 2011, 5:31 PM EST
CHICAGO Twitter and Mercedes-Benz have teamed up on a new Super Bowl promotion. Dubbed the “Tweet Race,” the activation will pit three two-person teams against each other as they drive to the Dallas game in branded Mercedes-Benz vehicles.
After departing from Los Angeles, New York, and Chicago on Tuesday, the teams will head toward Dallas while they compete in a series of challenges and record their progress on dedicated Twitter accounts along the way. The promotion also has its own Facebook page.
Judged on their success in the challenges and on the number of Tweets they generate, the winning team will receive a pair of 2012 Mercedes-Benz C-Class Coupes when the race ends Sunday.