Mercedes-Benz USA: Build a GLA on Instagram

This case study explains how Mercedes-Benz, the car maker, engaged younger people with a 'build your own' tool for social platform Instagram.

Mercedes-Benz USA: Build a GLA on Instagram

Campaign details

Brand: Mercedes-Benz USAAgency: RazorfishCategory: Mobile Native and Mobile SocialRegion: NA

Objective

In the automotive industry, one of the most important online sales steps is the "build-your-own car" utility, which typically lives on a brand's website. But the target for the all-new GLA (high-income millennial conquests) lived on the social web - so we decided to bring the utility to them. The idea was to create the first car configurator on Instagram. At the end of the process, consumers would be given a price for...

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