Mercedes-Benz's Social Media Car Campaign Lets You Build a Dream Car
Laura McQuarrie — October 30, 2014 — Autos
References: instagram & wearesocialmedia.gr
This unique social media car campaign from Mercedes-Benz was launched to promote the launch of the new 2015 GLA. The campaign takes place on the @GLA_build_your_own Instagram account and it features a number of interactive Instagram profiles that let you build your dream SUV.
The campaign shows creative use of the tagging feature on Instagram and it takes users through the process of choosing a specific color, set of wheels, roof and grille. Along each step of the way, the profiles show the pricing details for each of the options, so you know exactly where you stand with each choice and there are no surprises at the end. The experience is best viewed on a mobile device and it's almost like a choose-your-own-adventure style experience, but for building your dream vehicle.
The campaign shows creative use of the tagging feature on Instagram and it takes users through the process of choosing a specific color, set of wheels, roof and grille. Along each step of the way, the profiles show the pricing details for each of the options, so you know exactly where you stand with each choice and there are no surprises at the end. The experience is best viewed on a mobile device and it's almost like a choose-your-own-adventure style experience, but for building your dream vehicle.
Trend Themes
1. Interactive Car Customization - Opportunity for car manufacturers to leverage social media platforms and provide interactive car customization experiences for their customers.
2. Personalized Marketing Campaigns - Potential for businesses to create personalized experiences through social media platforms, allowing customers to build their dream products and encouraging engagement.
3. Mobile-optimized Advertising - Advantage for brands to optimize their advertising experiences for mobile devices, tapping into the growing trend of mobile usage and providing seamless experiences.
Industry Implications
1. Automotive Manufacturing - Car manufacturers can disrupt the industry by incorporating interactive car customization functionalities on social media platforms, increasing customer engagement and personalization.
2. Digital Marketing - Digital marketing agencies can leverage personalized marketing campaigns on social media platforms to create unique and tailored experiences for clients and their target audience.
3. Mobile Advertising - Mobile advertising companies have an opportunity to optimize their ad experiences for mobile devices, allowing brands to reach consumers effectively and efficiently.
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