Mercedes-Benz Engages Younger Demo on Concert Tour
To increase its cool factor and positive brand sentiment among millennials, Mercedes-Benz used the Evolution Tour, intimate concert experiences to help the brand align with music, art, fashion and technology and gain a ton of organic social chatter before, during and after the events in the process. The mix of passion points and exclusive share-worthy experiences generated more leads for the luxury brand than ever before.
After its launch at the Rock in Rio music festival, the Evolution Tour went to five key markets: Atlanta, Austin, Chicago, Los Angeles and New York City. Engagement elements included a t-shirt screen printer, a social media wall, vehicle displays, a Zig-Zag photo wall, signed guitar giveaways and food trucks, along with the Evo Style Factory, which featured a flash tattoo and body jewel station, tote bag screen printing, style assessments by performance duo The Bumbys and a stylized photo experience. Surprise and delight experiences throughout the tour rounded out the program.
Consumers arrived hours in advance of the doors opening to secure their spot at the show, generating lines around the block and a healthy dose of FOMO among the target market. The tour, which launched in 2014, has delivered on all counts, with four out of five attendees reporting that they were thinking more favorably about Mercedes-Benz versus those who did not attend. Vroom, vroom.