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[新媒体案例精选] Instagram时代的UGC,奔驰CLA的Take the Wheel 尝试  

2013-08-02 09:51:13|  分类: 默认分类 |  标签: |举报 |字号 订阅

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[新媒体案例精选] Instagram时代的UGC,奔驰CLA的Take the Wheel 尝试 - liblog - Liblog:the 9th media
 
Instagram比Facebook更加好玩是有道理的,图片比文字会讲故事。奔驰在最新的Take the Wheel 活动中,没有把FACEBOOK或者其他CHANNEL作为主平台,而是选择Instagram作为home post。 这个创意的精华也在于充分利用Instagram的协作方式以及发现新的意见领袖: 报名参加奔驰的Take the Wheel 大赛,和5个专业Instragram摄影师组队竞赛,谁获得的赞越多就可以免费获得这部车。

 A picture is worth a thousand words.  In this case, it might be worth a Mercedes-Benz.  The heat is on as five of Instagram's all-star photographers take the wheel of the eagerly anticipated, soon-to-arrive Mercedes-Benz CLA from July 18 to August 23, 2013. 

(Photo:  http://photos.prnewswire.com/prnh/20130718/NY49729 )
(Logo:  http://photos.prnewswire.com/prnh/20100901/NY58315LOGO )

In a series of consecutive five-day road trips, the influencers will document and share their driving adventures in the sporty four-door coupe from across the country, while posting photos and videos to Instagram.  The photographer who gets the most "likes" during their week will win free use of a brand new CLA for three years.  

Consumers can get in on the action by visiting www.CLAtakethewheel.com.  Participants submit their Instagram handles and instantly their feeds become entry portfolios. The five photographers will then select one of these Instagrammers to follow in their footsteps and take the sixth road trip in their very own CLA, which they will be able to keep for three years.  Using the @mbusa handle, the winner will capture the journey on the brand's official Instagram channel.

"Take the Wheel is a natural fit for the CLA buyer who is a digital native, looking for their 15 megabytes of fame," says Bernie Glaser, vice president of marketing at Mercedes-Benz USA.  "What makes this unique is that, unlike most of the other Instagram initiatives, we're not looking to push a marketing message out through the platform.  Instead we're utilizing Instagram in a more holistic way, as visual storytelling and interpreting the CLA."

Take the Wheel brings together some of Instagram's most influential photographers including:  Paul Octavious  (432,000 followers), Tim Landis (523,000 followers), Michael O'Neal (487,000 followers); Alice Gao (538,000 followers); and Chris Ozer(503,000 followers).  Each "like" from their followers will bring them closer to the car.

Fans can follow the action or enter to win beginning Thursday, July 18th at 12:00pm EST, at www.CLAtakethewheel.com.

The campaign can be viewed across multiple channels, including:

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