Case Study Analysis of Mercedes-Benz IMC Campaign

Running head: PUBLIC RELATIONS
Public Relations
Name of the Student:
Name of the University:
Author Note:

1PUBLIC RELATIONS
Introduction:
The report is a case study analysis of a campaign from the perspective of integrated
marketing (IMC) system undertaken by Mercedes–Benz for the launch of its three new models.
The case study mentioned in the report commences with an analysis on the effectiveness of an
interactive treasure hunt for achievement of the goals of the company. There is also discussion
about the roles played by the social media and mobile technologies during the IMC campaign
undertaken by the company. Through the report, one can also check out the alternative marketing
tactic involved during the campaign. The report also puts forward the criteria for assessing the
success of this IMC campaign.
Effectiveness of Interactive Treasure Hunt for Achieving Goals
Mercedes Benz adopted experiential marketing through creation of live interactive
treasure hunt revolving launch of the three new Mercedes- Benz SUV on Periscope channel of
the Mercedes Benz of Italy (Clow & Baack, 2018). This form of marketing was effective in
achievement of the goals since it led to an enhanced awareness and positive attitude towards
brand.
Experiential marketing is a form of alternative marketing that ensures combining direct
marketing, sales promotion and field marketing into distinct consumer experience (Smilansky,
2017). This involves the method of direct marketing through interactive means like the free
samples and specials events. Experiential marketing ensures engaging the customers with the
brand instead of simply providing free sample. Through, experiential marketing like the
interactive treasure hunt, the consumers are given the opportunity of questing along with gaining

2PUBLIC RELATIONS
hands-on experience with the brand thereby allowing more intimation resulting in higher rate of
conversion(Schmitt & Zarantonello, 2013).
The experiential marketing had the following characteristics:
1. Brands placed within the ‘emotionally engaging’ television programs had recognition
from only 43 percent viewers
2. The recognition of the brand increased by close to 29 percent when placed in highly
enjoyable programs
3. The inclination towards the brand awareness increased by close to 85 percent for the
brands that found a place within the popular programs.
Mercedes- Benz chose to market in a newer manner through the combination of
Periscope and Drone, few days before the F1 World Championship at Monza for overturning the
social trend of the Italians who mostly supported the Ferrari. Periscope represented a live video
streaming app for the iOS and the Android (Stewart & Littau, 2016).The company had the target
of not only increase the brand awareness but also generate positive feelings towards the newly
launched models of SUVs. Whenever the consumer observes a channel with their favorite show
portraying a particular brand, they quite effectively transfer positive feelings to the brand. This
way Mercedes Benz achieves effectiveness through its strategy of interactive treasure hunt for
achieving its goals.
Roles Played by Social Media and Mobile Technologies in the IMC Campaign
Mercedes Benz in order to create hype about the launch of its three new SUVs led to the
creation of live interactive treasure hunt through the combination of newer tools, the periscope