Mercedes embarks on unique digital push for E-Class’ launch in India

MEC and Creativeland Asia recently collaborated with Newsfeed SmartApps to launch an interactive Facebook post to unveil Mercedes Benz’s new E-Class right in the Newsfeed. 

As part of the digital push during the launch, users answer three questions about the new E-Class and every time they were right, one-third of the car was revealed. After three correct answers, the whole car was unveiled and participants had a chance to win Mercedes Benz merchandise. In India, Newsfeed SmartApps’ patent pending technology has been used earlier 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, Mercedes Benz India’s General Manager for Marketing and CRM, Amit Thete, said, “At the launch of our new E-Class, we wanted the audience to have an experience of the unveiling and 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.” 

Anu Joseph, Chief Creative Officer, Creativeland Asia, elaborated, “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.” 

Irfan Mirza, Business Director at MEC, added here, “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 channeled to the core and relevant TG, which resulted in fantastic engagement and huge participation.” 

After another successful digital activation in India, Head of Business at Newsfeed SmartApps, Mohammad Faiyaz Ali, said, “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.” 

Newsfeed SmartApps is a product of digital agency, alivenow. Using this technology, brands can create interactive posts playable directly in the newsfeed with the ability to have games, microsites, custom rich media experiences and more. Launched in early 2015, the patent pending technology has been deployed by over 200 brands and agencies in Dubai, the US, the UK and South East Asia. Ogilvy, Havas, Omnicom, StarcomMediaVest, Mindshare, Universal McCann and many others have partnered with Newsfeed SmartApps to launch digital activations for brands like Dettol, HTC, Samsung, Acer, Durex, SanDisk and others.