The German automaker has taken a personalized approach to engage prolific social media users that are likely to have engaged with many other brands' campaigns and gamification.
Mercedes-Benz has created a social platform to unveil its new CLA in Singapore aimed at a younger demographic that lets them discover their rockstar personas and create personalized playlists on Spotify.
The German automaker is said to be the first major brand in the country to partner with Spotify to curate branded playlists since the music streaming platform expanded its presence in the region three months ago.
To shift the perception that Mercedes is for older business execs, the music platform allows the brand to appeal to a “younger, more corporate audience”, Sunita Kaur, director of Asia at Spotify tells ClickZ.
These prolific social media users and non-conformists are known as corporate rockstars – young execs with alter egos from Master Explorer, Minister of Thrills to Executive Nomster (foodie) that are based on their Facebook and LinkedIn social graphs.
In the teaser phase, creative agency BBDO targeted social media users through Facebook and LinkedIn ads to its microsite.
The agency also ran ads on the Spotify app to reach out to early adopters on the platform through its branded playlists. Paid media were also used to reach enthusiasts on automobile sites.
Once a user visits the corporate rockstars campaign page, she can click on the “discover your rockstar persona” button either from her desktop or mobile that would automatically sync her Facebook social graph to determine one of the six personas like Supreme Spartan, Media Wizard, and Extremely Secret Agent.
They could also download a personalized rockstar business card and CV by connecting with their LinkedIn profiles and a Spotify playlist of songs for each persona that they could listen, follow, and share with friends.
Because some companies have firewalls that prevent staff from downloading apps on their desktops, Spotify recently added a feature that allows these people to access via a web player.
To create buzz, Mercedes would pick three participants to win a weekend experience to test drive its new CLA as well as give away premium Spotify accounts.
Vincent Teo, digital planning director at BBDO Proximity Singapore says they are currently tracking results based on the number of users that visited, interacted, and shared content on the microsite including the social conversations, earned media, and number of leads collected as part of the campaign.
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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