Experiential Communcation in 2016
A SPORTY BRIEFING – ATHLETIC EXECUTION
For Mercedes-Benz we took the V-Class, the Marco Polo as well as service and accessories and staged them for the leisure-active target group. From May to October 2016 we were present at the four German IRONMAN races and at four different surfing events.
With the #sportsgarage as a presentation space and living room – supplemented by contests, photo campaigns, test drives and vehicle advice in a highly credible environment. Also with a five-meter-high Social Media Wall as an eye-catcher, a digital meeting place for the community and a live medium for competition results.
The numbers: 5,720 vehicle consultations, 487 test drives, more than 12,000 posts on the Social Media Wall, 4,227 competitors on site, a reach of more than 32 million people. The result: entirely new, high-impact branding experiences for a new target Group.