Mercedes-Benz Owns the Ice
Mercedes-Benz Owns the Ice
Mercedes-Benz Owns the Ice
Overview
For the first time in its history, Mercedes-Benz Canada withdrew from the Canadian International Auto Show. Instead of participating in this annual multi brand experience, they were looking to create a unique experience designed to appeal to both traditional auto media as well as lifestyle media and content creators.
My contribution
Creative strategy
Audience research
Earned Media
Influencer Relations
Content Creation
The team
1 × Product & Technology Communications Strategist
1 × Experiential Manager
1 x Social Media Manager
10 × Mercedes-AMG Driving Academy Instructors
3 x PR AOR Project Leads
88,000 lbs of Crystal Clear Ice ;)
Year
2020
Overview
For the first time in its history, Mercedes-Benz Canada withdrew from the Canadian International Auto Show. Instead of participating in this annual multi brand experience, they were looking to create a unique experience designed to appeal to both traditional auto media as well as lifestyle media and content creators.
My contribution
Creative strategy
Audience research
Earned Media
Influencer Relations
Content Creation
The team
1 × Product & Technology Communications Strategist
1 × Experiential Manager
1 x Social Media Manager
10 × Mercedes-AMG Driving Academy Instructors
3 x PR AOR Project Leads
88,000 lbs of Crystal Clear Ice ;)
Year
2020
Overview
For the first time in its history, Mercedes-Benz Canada withdrew from the Canadian International Auto Show. Instead of participating in this annual multi brand experience, they were looking to create a unique experience designed to appeal to both traditional auto media as well as lifestyle media and content creators.
My contribution
Creative strategy
Audience research
Earned Media
Influencer Relations
Content Creation
The team
1 × Product & Technology Communications Strategist
1 × Experiential Manager
1 x Social Media Manager
10 × Mercedes-AMG Driving Academy Instructors
3 x PR AOR Project Leads
88,000 lbs of Crystal Clear Ice ;)
Year
2020
The Goal
Generate an onslaught of both lifestyle media coverage and social media impressions that would reach their desired customers and ultimately position the brand as the luxury leader for Winter driving in Canada convincing Canadians, influencers and media alike that Mercedes-Benz does indeed 'own the ice'.
The Strategy
Given that the goal was to generate entirely earned coverage, the experience needed to be so compelling – so visual – so unique and ultimately so shareable – that guests would want to document not just a handful, but indeed a barrage of the many moments their journeys involved. Creating this highly interactive, branded experience was key to generating the kind of impressions needed to make the brand appear relevant and appealing to its target audience.
The Idea
#MBOwnsTheIce – an integrated campaign, took over 50 media and influencers on an epic two-day journey to Gimli, Manitoba.
The Execution
A once-in-a-lifetime journey was imagined, featuring a garage constructed of 88,000 lbs of crystal clear ice, an entire fleet of high-performance vehicles, two adrenaline-charged winter driving experiences and two concerts from two Juno award-winning Canadian bands.
Following an unforgettable day behind the wheel of Mercedes-AMG vehicles, taking on the twists and turns of racetracks made of ice and snow on frozen Lake Winnipeg, guests experienced Canadian-inspired meals and cocktails (think s’mores stations infused with Crown Royal and maple syrup tasting).
The two-day driving experience concluded on the second evening with a Garage Gigs concert in the ice garage. This was an intimate concert for our 50 guests performed by Juno award-winning bands Said The Whale and the Arkells.
From bringing influencers on stage to duet, to dancing through the crowds, the concert truly was a once-in-a-lifetime experience for media and influencers alike, reinforcing the message that the garage (in this case represented by an ice garage) was the hotbed of innovation.
Collectively, the program resulted in a full television commercial, full vehicle YouTube walk arounds as well as the attendance of 50 media and influencers across Canada to participate.
The Goal
Generate an onslaught of both lifestyle media coverage and social media impressions that would reach their desired customers and ultimately position the brand as the luxury leader for Winter driving in Canada convincing Canadians, influencers and media alike that Mercedes-Benz does indeed 'own the ice'.
The Strategy
Given that the goal was to generate entirely earned coverage, the experience needed to be so compelling – so visual – so unique and ultimately so shareable – that guests would want to document not just a handful, but indeed a barrage of the many moments their journeys involved. Creating this highly interactive, branded experience was key to generating the kind of impressions needed to make the brand appear relevant and appealing to its target audience.
The Idea
#MBOwnsTheIce – an integrated campaign, took over 50 media and influencers on an epic two-day journey to Gimli, Manitoba.
The Execution
A once-in-a-lifetime journey was imagined, featuring a garage constructed of 88,000 lbs of crystal clear ice, an entire fleet of high-performance vehicles, two adrenaline-charged winter driving experiences and two concerts from two Juno award-winning Canadian bands.
Following an unforgettable day behind the wheel of Mercedes-AMG vehicles, taking on the twists and turns of racetracks made of ice and snow on frozen Lake Winnipeg, guests experienced Canadian-inspired meals and cocktails (think s’mores stations infused with Crown Royal and maple syrup tasting).
The two-day driving experience concluded on the second evening with a Garage Gigs concert in the ice garage. This was an intimate concert for our 50 guests performed by Juno award-winning bands Said The Whale and the Arkells.
From bringing influencers on stage to duet, to dancing through the crowds, the concert truly was a once-in-a-lifetime experience for media and influencers alike, reinforcing the message that the garage (in this case represented by an ice garage) was the hotbed of innovation.
Collectively, the program resulted in a full television commercial, full vehicle YouTube walk arounds as well as the attendance of 50 media and influencers across Canada to participate.
The Goal
Generate an onslaught of both lifestyle media coverage and social media impressions that would reach their desired customers and ultimately position the brand as the luxury leader for Winter driving in Canada convincing Canadians, influencers and media alike that Mercedes-Benz does indeed 'own the ice'.
The Strategy
Given that the goal was to generate entirely earned coverage, the experience needed to be so compelling – so visual – so unique and ultimately so shareable – that guests would want to document not just a handful, but indeed a barrage of the many moments their journeys involved. Creating this highly interactive, branded experience was key to generating the kind of impressions needed to make the brand appear relevant and appealing to its target audience.
The Idea
#MBOwnsTheIce – an integrated campaign, took over 50 media and influencers on an epic two-day journey to Gimli, Manitoba.
The Execution
A once-in-a-lifetime journey was imagined, featuring a garage constructed of 88,000 lbs of crystal clear ice, an entire fleet of high-performance vehicles, two adrenaline-charged winter driving experiences and two concerts from two Juno award-winning Canadian bands.
Following an unforgettable day behind the wheel of Mercedes-AMG vehicles, taking on the twists and turns of racetracks made of ice and snow on frozen Lake Winnipeg, guests experienced Canadian-inspired meals and cocktails (think s’mores stations infused with Crown Royal and maple syrup tasting).
The two-day driving experience concluded on the second evening with a Garage Gigs concert in the ice garage. This was an intimate concert for our 50 guests performed by Juno award-winning bands Said The Whale and the Arkells.
From bringing influencers on stage to duet, to dancing through the crowds, the concert truly was a once-in-a-lifetime experience for media and influencers alike, reinforcing the message that the garage (in this case represented by an ice garage) was the hotbed of innovation.
Collectively, the program resulted in a full television commercial, full vehicle YouTube walk arounds as well as the attendance of 50 media and influencers across Canada to participate.
Outcome
With over 12 million social media impressions - 1,100 pieces of unique content and 33 traditional media stories, this program generated over 14 million media impressions - tripling the goal of 5 million impressions.
From headlines in lifestyle publications such as SHARP Magazine to traditional auto coverage in The Globe and Mail recapping the experience and vehicles to countless stories and posts on content creator channels across the country - the Mercedes-Benz #MBOwnsTheIce experience came to life both online and offline during the trip, and the months following.
Outcome
With over 12 million social media impressions - 1,100 pieces of unique content and 33 traditional media stories, this program generated over 14 million media impressions - tripling the goal of 5 million impressions.
From headlines in lifestyle publications such as SHARP Magazine to traditional auto coverage in The Globe and Mail recapping the experience and vehicles to countless stories and posts on content creator channels across the country - the Mercedes-Benz #MBOwnsTheIce experience came to life both online and offline during the trip, and the months following.
Outcome
With over 12 million social media impressions - 1,100 pieces of unique content and 33 traditional media stories, this program generated over 14 million media impressions - tripling the goal of 5 million impressions.
From headlines in lifestyle publications such as SHARP Magazine to traditional auto coverage in The Globe and Mail recapping the experience and vehicles to countless stories and posts on content creator channels across the country - the Mercedes-Benz #MBOwnsTheIce experience came to life both online and offline during the trip, and the months following.