Mercedes-Benz allows Instagram users to create Custom Cars

Before social media, automobile manufacturers used websites to promote car customization.  Now, Mercedes-Benz is allowing car configuration on Instagram to promote its new car, the GLA, among millennial consumers.  Mercedes-Benz is introducing Build Your Own GLA, a program which lets users create their own custom versions of the car on Instagram (@GLA_Build_Your_Own).  

Instagram users choose their preferences among different components, such as color, wheels, roof, and grill options.  Users can easily navigate from one component to the next, through different accounts, and step-by-step by tapping on their mobile screens. There are 132 possible unique configurations of the car.

“Instagram has been a very important platform for Mercedes-Benz and continues to grow in popularity among the younger millennial consumer that we are trying to introduce the brand to,” said Mark Aikman, department manager, digital marketing and CRM at Mercedes-Benz USA. “‘Build Your Own GLA’ allows us to talk to them where they are and provide them with an interactive experience within Instagram. Instagram is also a very visual platform, and we fortunately sell very aesthetically appealing products that work well on it,” Aikman added. He added, however, that the key was to always come up with great organic content suited to the platform itself, since even though Instagram has ads now, they can’t be redirected to another landing page. Through this GLA campaign, Mercedes-Benz will be looking at engagement metrics such as overall likes, comments, and additional followers.

Mercedes-Benz isn’t the only automaker with innovative digital campaigns recently.  Acura allows fans to custom cars entirely on Twitter. Lexus developed an Oculus Rift motion simulator to give users a virtual test-drive.  Chrysler gives users virtual factory tours.

It is interesting to see how different types of consumer companies adapt to the changing millenial preferences of how they consumer content.  Brands are now embracing social media to connect with their customer, no matter how young or old.  Mercedes-Benz's Instagram campaign is a strategic marketing tactic that targets millenials and introduces them to the luxury automaker.  The best way to measure the effectiveness of the campaign will be to see how many sales of the GLA are attributed to this digital campaign.


Source: http://digiday.com/brands/mercedes-benz-lets-users-build-custom-car-instagram/