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Mercedes' New E-Class launch sees unique digital activation with Newsfeed SmartApps

06-March-2017
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Mercedes' New E-Class launch sees unique digital activation with Newsfeed SmartApps

Mercedes Benz’s New E-Class launch was a resounding success as auto enthusiasts and brand aficionados praised the new long wheelbase E-Class. For the digital push during the launch, MEC and Creativeland Asia collaborated with Newsfeed SmartApps to launch an interactive Facebook post to unveil the New E-Class right in the newsfeed.

Users answer three interesting questions about the new E-Class and each time they get it right, 1/3 of the car is revealed. After three correct answers, the whole car is unveiled and participants have a chance to win coveted Mercedes Benz merchandise. In India, Newsfeed SmartApps patent pending technology has been used by brands like Nike, Reebok, ebay and others, but Mercedes is the first automobile brand to deploy an interactive post.

Commenting on this innovative digital activation, Amit Thete, General Manager for Marketing and CRM, Mercedes Benz India, added, “At the launch of our new E-Class, we wanted the audience to have an experience of the unveiling. Hence, we decided to create an interactive ad unit with Newsfeed SmartApps. It was a great way to showcase the new E-Class introduction and get the audience engaged.”

Media agency MEC and creative agency Creativeland Asia helped make this campaign a huge success. Irfan Mirza, Business Director at MEC, shared, “The overall objective of the campaign was to highlight the key USPs of Mercedes Benz E-Class in an interactive manner; the media push ensured that the communication was channelled to the core and the relevant TG, which resulted in fantastic engagement and huge participation.”

Anu Joseph, Creativeland Asia’s Chief Creative Officer, added, “The launch of the new E-Class was one of the biggest events of the year. On this occasion, we wanted to let the users personally unveil the highly anticipated E-Class. We created the #NewEClass Contest, an online riddle that asks users questions about the intelligent features that make the new E-Class the Masterpiece of Intelligence. Users who answered all the questions correctly were able to unveil the entire image of the new E-Class.”

After another successful digital activation in India, Mohammad Faiyaz Ali, Head of Business at Newsfeed SmartApps, shared, "We’ve experienced amazing success when automobile brands abroad have used Newsfeed SmartApps. BMW, Chevrolet, Peugeot, MINI and others loved what our technology could do, so we were excited to work with our partners here to launch this unique interactive Facebook post for Mercedes.”

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