Digital marketing nowadays is the most powerful type of medium used to interact with consumers. With the emergence of social media, car makers are trying to create a base across all platforms: Twitter, Facebook, Instagram and YouTube. Gaining a large following on these sites enables car manufacturers to advertise their products and try to appeal to all age groups.

Back in 2012 Mercedes-Benz unveiled a unique approach to marketing through the use of a TV ad with a twist.  A collection of adverts were produced in order to appeal to the younger generation by integrating social media. Cleverly, Mercedes-Benz played this ad during the commercial breaks during The X Factor where it is viewed by mainly a younger audience and at a peak time with millions of viewers watching. Promoting the new A Class, a scenario was created were a young couple were involved in a police chase and there were two possible endings. Either to hide or to evade, viewers could choose the ending they would prefer by tweeting #YouDrive and either #hide or #evade.

Here’s a taste of the action:

The votes through Twitter were revealed the following week where the final 90 second advert was played concluding the story line. This campaign took social media by storm especially as one of the main characters involved was rapper Kano, who himself has a large social media following and was tweeting promoting the new Mercedes advert.

For more of an insight visit the link below:

http://www.fastcocreate.com/1681734/mercedes-benz-adds-twitter-control-to-latest-tv-campaign

In recent times, imagery has been a key feature of marketing particularly through Instagram and Pinterest. Specifically, luxury car brands are associated with wealth and in turn designer clothing this gives the brand a degree of exclusivity. These factors make the car brand more desirable, especially when celebrities endorse the brand such as the likes of Lewis Hamilton and Tinie Tempah. Through creating this brand awareness it influences individuals who want become part of the club by following their role models. It is a common trend that people post pictures of their expensive cars through social media, again another way of promoting a brand.

Kylie Jenner a high profile celebrity role model amongst teenagers and young adults shows off her Mercedes-Benz G-Wagon (courtesy of her Instagram account):

Visit this link to explore more:

https://www.ventureharbour.com/luxury-brand-digital-marketing/

Mini famously introduced a co-branded product the Red Bull Mini (Moiseieva, 2013). Red Bull is globally known energy drinks company which has become increasing popular. The two companies teamed up together to broaden their marketing strategy and promote their products internationally. Representatives would drive around local communities offering free products with the aim to gain new customers.

Red Bull’s target market is the 18-34 year olds, which is similar to Mini’s audience. The aim was to reach two different markets from diverse backgrounds who might have different lifestyles choices and tastes.  Red Bull and mini target to engage with consumers in a fun and non-threatening way with the purpose of allowing consumers to create a personal and also positive product experience.

For an extensive insight into Mini take a look at this article:

Moiseieva, M. (2013). Mini Cooper: Marketing Strategy, Digital Marketing, Brand & Ethics. CRIS – Bulletin of the Centre for Research and Interdisciplinary Study, 2013(1).