Mercedes-Benz UK has launched a new online marketing campaign where consumers can win a car if they successfully help fictional character Marie ‘escape the map’.
Designed to attract younger people, the campaign offers a chance to win a Mercedes C 350 Coupé for those who play the virtual game online and solve clues to help Marie who is trapped in a version of Streetview.
Those who successfully answer the interactive challenges can enter into a draw to win the car.
The Escape The Map campaign incorporates print, online and broadcast. As well as a YouTube homepage takeover and nationwide advertising on the sides of buses, a cover wrap in Metro Newspaper uses Blippar, the free augmented reality app that uses a smartphone’s ‘magic’ lens to enhance the world around the user with info and entertainment.
Throughout the campaign the lead character, Marie will tweets from @girlinmap or consumers can search #escapethemap.
The UK campaign has been created in association with Mercedes-Benz UK’s advertising agency AMV BBDO. Executive creative director, Paul Brazier, says: “This is a really exciting, ground-breaking idea, with technology and high production levels at its heart. Perhaps that’s why it’s so relevant for Mercedes.
“The strange world of Streetview proved the perfect backdrop to show off the C 63 AMG Coupé. A little different from what you might expect from Mercedes Benz.”
David George, marketing director Mercedes-Benz UK, says: “Escape The Map is a bold brand-sharpener – it presents Mercedes-Benz as a vibrant, fresh, aspirational premium brand – and shows people a new side to one of the most prestigious companies in the world.
“The interactive element is vitally important too. We’re talking to a new generation of people who double-screen or even triple-screen, watching TV whilst browsing on their iPad or smart phone.”
The overall winner of the C 350 Coupé will receive their prize from actress Mariah Bonner at Mercedes-Benz World at Brooklands in the New Year.
Source: http://www.promomarketing.info/mercedes-benz-target-younger-audience-with-escapet/P004742/
We welcome your views! Please feel free to comment below.
Comments