Mercedes-Benz intensifies digital activities: Focus On Digital Brand Communication and Social Media
After the global premiere of the Concept A-CLASS in April 2011 at Auto China in Shanghai, the brand with the three-pointed star will now broadcast its press conference at the IAA International Motor Show in Frankfurt live on the Mercedes-Benz Facebook page. In this way, all Mercedes-Benz fans throughout the world have the opportunity of experiencing global premieres live. Jean Aw, from the American blog NOTCOT (www.notcot.org), will also hold a live interview with Christoph Horn, Director of Global Communications Mercedes-Benz Cars and Anders Sundt Jensen, Director of Brand Communication Mercedes-Benz Cars, about the new products and features at the IAA. All interested bloggers and fans can participate actively in this discussion by asking questions. The discussion will also be broadcasted on the Mercedes-Benz Facebook page. Questions can be sent to the Twitter hashtag #mbLiveTalk.
“Through our wide range of online and social media activities, we have for years now been reaching increasing numbers of young people who are interested in our brand and products. We are therefore expanding on these activities continuously – from the direct experience there at the trade fair stand to active real-time dialogue, all the way to incorporating fans into our own blogs", explains Anders Sundt Jensen, regarding the numerous extensive new Internet activities offered. The Mercedes-Benz press conference at the IAA will be live-streamed on 13 September 2011, from 10:20 a.m. to 11:00 a.m. at www.facebook.com/MercedesBenz . Following the press conference, the blogger live talk with Jean Aw will start on the same channel at 1:00 p.m.
Mercedes-Benz looking for additional guest reporter
At the same time as the IAA, Mercedes-Benz is also starting a large-scale online casting on www.facebook.com/MercedesBenz and www.reporter.mercedes-benz.com . The firm is looking for an additional guest reporter to join the Mercedes-Benz online reporter team. Almost four million Mercedes-Benz fans will determine the winner in a crowd-based vote.
With the slogan “Inspire the Community with Your Passion for Mercedes-Benz”, the Stuttgart-based premium automotive brand is using its Facebook page to call on all its fans to participate in the casting – or even to send in their own application. Applications are made directly on the Mercedes-Benz Reporter Blog. Those interested in becoming the new reporter can upload a freely structured two-minute video showcasing their reporting skills to the Reporter Blog between 14 September and 4 October. Fans can begin voting for their favourites on 20 September. The voting phase continues until 11 October.
The main prize awaiting the new guest reporter is the production of his or her own video report. During the course of filming, the new reporter will be immersed deeply in the world of Mercedes-Benz, visit various locations, talk to experts and test a range of vehicles. The winner will also receive an expense allowance to cover the application as well as an honorarium.
The Mercedes-Benz Reporter Blog
The Mercedes-Benz Reporter is a social media format operated around the world by the brand with the three-pointed star since 2009. Mercedes-Benz reporters offer their own individual angle on every product and brand-relevant topic. The format is also open to guest reporters. Some bloggers and Mercedes-Benz fans have created reports in the past. The tone of these reports differs greatly from other Mercedes-Benz platforms thanks to the particularly authentic character and the dialogue-based approach.
Mercedes-Benz.tv App wins two design prizes
Mercedes-Benz.tv has had excellent results in two design competitions with its iPad and iPhone app: in the “Automotive Brand Contest 2011” and the “red dot design awards”. With these awards, the competition juries recognise the innovative and outstanding market expertise shown by Mercedes-Benz.tv’s formative contribution to the world of digital brand television.
As part of the “Automotive Brand Contest 2011”, which took place for the first time this year, the Design Council awarded the Mercedes-Benz iPad and iPhone app with the title “Winner”. The award ceremony will be held on 13 September 2011 as part of the Automotive Designers Night during the IAA in Frankfurt.
In the red dot design awards, the iPad and iPhone app by Mercedes-Benz.tv won the “red dot: best of the best” award for the top design quality in the Interface Design (Apps) category. The award ceremony will be held on 7 October 2011 in Berlin's Konzerthaus. The red dot design award is the world’s largest design competition. The Design Zentrum Nordrhein-Westfalen has been awarding prizes for excellent design since 1954. The coveted “red dot” has since then established itself as an internationally recognised seal of quality and is now awarded in various disciplines.
International re-launch makes Mercedes-Benz.tv even more attractive
The web TV platform www.Mercedes-Benz.tv has had a new look since 30 August 2011. With re-organised and updated look and contents, the broadcast station provides information around the world about everything to do with the premium vehicles from Stuttgart. Motorsports, lifestyle and events ensure diverse entertainment. The Internet has already had a tremendous influence on classic television and will continue to do so.
The goal when re-developing Mercedes-Benz.tv was to achieve a contemporary combination of the classic TV experience and the modern video format on the Internet.
The new design allows users to access content even quicker in times of ever-shortening attention spans.
Source: Daimler AG
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