Mark Aikman

Heather Fletcher is senior content editor with Target Marketing.

Purchasing a Mercedes can be an emotional experience, tied to the buyer’s hopes and aspirations. Mercedes-Benz USA marketers knew this when working on the recent “Bucket List” campaign targeted to Millennials, and the brand extended that connection even further using 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.

Mercedes-Benz USA marketers took the brand's emotional connection with its customers even further — using martech and its own vehicle technology. And that move is a synecdoche of Mercedes’ overall drive to seamlessly blend martech into its marketing mix.

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