Mercedes Benz India (MB India) has designed a new social media campaign around the launch of India’s first Ultimate Sports Tourer – Mercedes Benz B-Class.
The German auto giant, MB India had launched ‘Ultimate Touring Trails & India’s first Ultimate Sports Tourer – Mercedes Benz B-Class’ recently at the Buddh International Circuit, as reported by Cardekho.com. The latest model Mercedes Benz B-Class will be the first premium sports tourer of the country.
The brand has devised an interesting digital campaign to create the right buzz among its fans.The campaign “Ultimate Touring Trail - Ready To B” which is an adventurous campaign has been integrated on Facebook and is running on Readytob.in too.
How to participate in Ultimate Touring Trails
The brand has created a Facebook app and it is open to all other than just the fans. In other words, you can participate without having to like the page. The app has two sections – 1) a video sharing what the whole thing is about and 2) Upload Your Photo.
With this campaign, the brand is giving the adventure loving people a chance to live their passion with the celebrities. As a winner you get a unique opportunity to meet Bollywood celebrities like Ritesh Deshmukh, Kalki Koechlin, etc. and enjoy adventure sports along with them.
Sounds cool? Then you will have to upload a picture that depicts you in an adventure along with a short description. Jury members will select 50 people and they will be open for voting by fans. Out of this 50, 3 participants will get a chance to meet and enjoy adventure sports along with one of the celebrities.
Is it cool?
The contest is a no brainer one and dedicated to people who love adventure sports. The app which has been designed is quite a simple one which is used only for uploading the pictures. I am waiting to see the app improving once the 50 entrants are open for voting. Hopefully, the brand will develop the app into a dashboard so that people can see the 50 entries in a snap shot. But for now the app is simple one which does the job. However, the app has no Terms & Conditions link present on the app itself which could answer a lot of FAQs.
Besides this, the brand has a presence on Twitter along with Facebook. With more than 2,800 followers on Twitter the brand is trying to strike a chord for this campaign, though the content that is being shared on Twitter is being exactly replicated on Facebook. I don’t see Twitter having been integrated well with the campaign.
Additionally, the way the competition is being judged in its later part is going to make most of the fans unhappy. Time and again, we have seen how people have rigged campaigns when it is open for public voting by likes. The team should brainstorm on how they would stop bots from voting and multiple votes.
At present, social media for brands in India is a new channel to promote a product. Nothing wrong in it as long as it is being done creatively and is able to strike a chord with the community. The present set of campaigns that have been launched by competitors like Ford India, BMW India, Renault, etc. definitely gives them a run for their money.
Ford India’s - ‘One Tank. 1500Kms. One Classic Story’ where 11 passionate people are chasing one dream that they have been passionate about all their life along with the new Ford Classic Titanium is by far one of the very interesting campaigns launched by an international automaker in India.
In fact, BMW India had launched a 360 degree campaign for the new ULTIMAT3. As usual social media played a big role and created the right buzz amongst its community. A path that was also walked by Renault India to create maximum buzz for its latest launch, Duster.
Nevertheless, it is good to see the effort from Mercedes-Benz India but a lot needs to be done if it wants to beat competitors in the social media circuit.