Millennials, Mercedes Insta-bond Over Instagram Stories
One of the luxuries Mercedes-Benz USA has is its cars stay on American minds and U.S. roadways for a long time. But the brand’s marketers needed to reach new lifelong customers and make potential first-time Mercedes buyers aware of the A-Class — a model that won’t even debut until 2019.
Challenge: Target Millennials
Solution: Instagram Stories content
- 200 million impressions from the audience targeted by Instagram
- Thousands of contest entries
So from Oct. 15 to Nov. 9, MBUSA held a first-of-its-kind auto marketing campaign on Instagram Stories. More than 200 million people saw MBUSA’s stories unfold and the thousands of viewers who entered the contest used the brand’s template, added hashtag #AClassBucketListEntry and social handle @MercedesBenzUSA, then told the brand what they wanted to cross off of their bucket lists.
“Psychographically, in the campaign of ‘A-Class Bucket List,’ we also really want to connect with a new generation of buyer,” says Mark Aikman, MBUSA’s GM of marketing services. “This Millennial generation that is as concerned about checking experiences and incredible things off their bucket list. And with the introduction of the A-Class, we hope that they check one item — which is owning your first Mercedes-Benz — also off the bucket list.”
On Halloween, @emilio_117 used the template to list: “Visit California! Go skydiving. Visit national monuments.”
Mercedes also enlisted influencers to show off their bucket lists in Instagram Stories, and contestants could visit the website AClassBucketList.MBUSA.com, which now redirects to the sedan’s landing page.
Aikman says the campaign was a success in creating product and brand awareness among Millennials who want to buy their first Mercedes. And it showed that this car gets them — just like the voice interface that’s debuting for Mercedes in this entry-level model. The MBUX voice interface uses natural language processing.
That’s a fancy way of saying drivers can say, “Hey, Mercedes, I’m cold.” And the car will fix that.
So Mercedes using a pioneering contest on Instagram Stories matches the uniqueness of tech debuting inside its new car model. And Aikman thinks the campaign puts the A-Class firmly in the driver’s seat to create new, lifelong customers among Millennials.
Related story: Mercedes Seamlessly Blends MarTech Into Its Marketing Mix