Mercedes-AMG Super BowlMercedes-Benz will be giving away one of its luxury sports cars to the winner of its “Last Fan Standing” contest during the Super Bowl on Sunday, February 4.

Beginning at 6:30 p.m. ET, contestants will follow a virtual Mercedes-AMG C43 Coupe with their fingers as it moves across their smartphone screens. The game will become more difficult as play continues and distractions are added. Players will be eliminated if their fingers lose contact with the car for any reason, except during a time out in the football game.

Mercedes-AMG Super Bowl

In a digital twist on an old marketing favorite, the last person still touching the virtual vehicle will win a real one, valued at $55,900.

The two-door prize is a performance-oriented version of the Mercedes-Benz C-Class. In-house supertuner AMG has installed a twin-turbo V6 under the hood, with 362 horsepower and 384 lb-ft of torque routed to all four wheels. Drivers can enjoy the zero-60 sprint in just 4.4 seconds from the plush comfort of 14-way heated seats, surrounded by sporting cabin accents and the latest in tech gadgetry.

Super Bowl ad time costs about $5 million per spot this year. Many manufacturers traditionally use the spots to debut or highlight new models. With the Last Man Standing game, Mercedes has used almost guerilla-like marketing tactics to ensure that no matter what happens on the screen during The Big Game, no matter how hilarious or tear-jerking the commercials, a large swath of fans will be thinking only of Mercedes-Benz.

Contestants can register for the contest on the Last Fan Standing website beginning Sunday February 4 at 12:01 a.m. ET. Registration closes the same day at 6:25 p.m. ET.

Mercedes-AMG C43 Coupe: in pictures