Mercedes-Benz Evolution Tour Aligns Music and Cars
Millennials may get a bad rap for still living in their parents’ basements, but the truth is, they have a lot of spending power. To get its brand in front of this upwardly mobile demographic, Mercedes-Benz designed a program that aligned millennials’ love of music with its luxury vehicles.
The Evolution Tour was a fully integrated music platform providing target consumers with a complimentary, intimate concert experience, featuring established artists in eight cities across the U.S. This 360-degree program featured a digital hub and built-in partnership with Billboard.com. Consumers engaged with custom video content created by the participating bands, learned about test drive experiences with the Mercedes CLA and GLA vehicles and received information on upcoming shows. The tour itself offered “Instagram Moments” and celebrity appearances, including Mr. Brainwash, a renowned street artist who created a live art piece using a GLA vehicle as his canvas.
Mercedes-Benz opened up entry to the events on Facebook by having consumers provide an image or a description of their most memorable music experience and why they should be chosen to attend the event. Then, the brand sent a fleet of GLA and CLA luxury automobiles to visit each of the event markets the weekend preceding each show to offer test drives and showcase the vehicles. All participants received the coveted tickets to the private concerts.
Mercedes-Benz hosted more than 12,700 attendees at its events, and generated more than 265 million social impressions. Purchase consideration for the CLA and GLA increased by 26 percent and 32 percent respectively, and test drives garnered an average lead rate of more than 30 percent.