Mercedes-Benz Takes Fashion Week Beyond 
the Tents - Event Marketer

Mercedes-Benz Takes Fashion Week Beyond 
the Tents

DB_Mercedes_2012 Book
Brand: MERCEDES-BENZ
Agency: GO! PRODUCTIONS
Year: 2011

After a few years as the title sponsor of New York Fashion Week, Mercedes-Benz turned up the heat on its partnership with a couple of firsts.

For one, it was the first time that Mercedes had unveiled a vehicle—in this case the new two-seat SLK roadster—at a fashion event. In addition, the automaker for the first time extended its sponsorship activation outside of the Fashion Week venues with photo and street experiences.

Despite the frenzy of Fashion Week, Mercedes was able to lure more than 1,800 attendees to its setup at Lincoln Center, which featured the SLK as the main prop in a fashion-themed photo shoot. After their pictures were taken, guests’ images were placed on a mock cover of the fashion magazine Daily Front Row, which was distributed each day at the event. Participants received a code they could use to download their photos and share them with friends and family on social networking sites, and the automaker gave out offers for a $1,000 credit toward the purchase of a Mercedes. Sixty-three percent of those who had their photos taken eventually went online and downloaded their photos.

Meanwhile, Mercedes hit the street with its Fashion Force vehicle, a CLS wrapped to resemble a police car, prowling the streets of Manhattan looking for fashionable people, taking their pictures for Facebook and offering them a ride to their next destination. They were also invited to an exclusive party at the end of Fashion Week. (Mercedes brought back the Fashion Force later in Los Angeles during the run-up to the Academy Awards.)

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