Mercedes-Benz #FindTheSUV IMC Campaign: A Detailed Case Study

This case study provides an in-depth analysis of Mercedes-Benz's integrated marketing communication (IMC) campaign, #FindTheSUV, which involved an interactive treasure hunt using Periscope and drones to launch three new SUV models. It assesses the effectiveness of the experiential marketing strategy in achieving brand awareness and positive consumer attitudes, particularly by overturning social trends favoring Ferrari in Italy. The study explores the roles of social media and mobile technologies, including the use of Twitter, Facebook, and live user comments for drone control, and suggests alternative tactics like guerrilla marketing. Furthermore, it outlines criteria for evaluating the success of the IMC campaign based on the PACT system, emphasizing the campaign's innovative use of technology and alignment with IMC objectives.

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

3PUBLIC RELATIONS
and the drone. The interactive treasure hunt on the Periscope channel launched by the Mercedes
few days before F1 World Championship in Monza was acquired by Twitter. The company had
the target of overturning the social trend revolving around Ferrari thereby putting the brand at the
centre of the Twitter conversations. The company also put up a teaser that portrayed a video
showing SUV running from the camera that follows it. The memes of which were put up on the
social media like the Facebook and the Twitter that led to the countdown for such live events.
The drone used for the interactive treasure hunt was controlled through live user comment via
the Smart phones driven by a pilot (Liu et al., 2015). The plan of the flight depended on
crossroads, once reached; the users guided the hosts on the preferred ways. This remained
combined within 24 hours contest. On locating the car location, a password displayed and the
users had to enter the landing page that allowed them to win a loan for using the SUV. Given, the
small durations of the campaign of just about a week with the aim of bringing about a change in
the social trend, the use of technology has been appropriate.
The other ways through which the social media technologies could be incorporated as a
part of the integrated marketing campaign included marketing through e-mail that would helps in
processing the existing contacts and the clients (Schwarz, 2014). It could also take the form of a
blog that represented as web page that served as publically accessible journal for the consumers.
Sharing of multimedia content through You Tube could also prove to be effective. The social
media could also find usage as viral marketing for putting across the message to the countless
number of people. The social media could also incorporate as affiliate marketing where the
advertiser makes payment for the generation of certain activities for a specific website. On the
other hand, the mobile technologies could be incorporated through personalization of the
messages (Belch et al., 2014).

4PUBLIC RELATIONS
Alternative Marketing Tactic Engaged During the Campaign
Guerilla Marketing can be the alternative tactic engaged during the campaign. The
Guerrilla marketing programs puts forward a successful and alternative program related to media
marketing (Behal & Sareen, 2014). The tactics relies on creativity, willingness and quality
relationship for trying unusual approaches. This type of marketing could be effective for the
brand since it emphasizes on the combination of media, public relations, advertising and the
surprises for reaching the customers. In addition, Guerrilla marketing makes use of the
alternative venues and tactics and adopts creative means for doing things.
However, the Guerrilla marketing would be effective for this brand because of the
following reasons:
 This kind makes use of imagination and energy
 It is based on human behavior and psychology
 Enables the brand grow through the existing customers and the referrals
 Targets messages at the individuals
 Ensures gaining the customer consent
4. Criteria for Accessing the Success of the IMC Campaign
The criteria for assessing the success of IMC campaign is based on the suggestions put
forward by the positioning advertising copytesting (PACT) system (Clow & Baack, 2018). These
suggestions include:
 Relevance of the testing procedure to advertising objectives

5PUBLIC RELATIONS
 Before advancing the test, the researchers should decide on the means of using the
results
 Implementation of multiple measure facility
 The test should refer to some theories or models related to human response to the
aspect of communication
 If necessary, the procedure of the test should allow multiple exposure to
advertisement
 For including alternative advertisement within the test, it should remain at similar
stage like the test ad
 There should be measures for avoiding biases
 The test sample should represent the target sample
 The procedure of testing should portray validity and reliability.
Conclusion:
To conclude, it can be said that the campaign is an award winning campaign as it
combines two tools in a newer manner the Periscope and the Drone that offered not only a newer
experience but also tried to bring about a change in the social trend of the Italians. Moreover, the
objectives of this campaign aligned with the IMC objectives that included setting awareness
about the product and the brand and the overall company. Mercedes Benz also conducted an
interactive treasure hunt that helped in deriving positive responses, one of the objectives of the
brand.

6PUBLIC RELATIONS
References:
Behal, V., & Sareen, S. (2014). Guerilla marketing: A low cost marketing strategy. International
Journal of Management Research and Business Strategy, 3(1), 1-6.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Clow & Baack. (2018). Evaluating an Integrated Marketing Program. Retrieved from
http://file:///C:/Users/gitz/Downloads/2353226_1305116115_Chapter15oftheClowBaack
%20(2).pdf
Clow & Baack. (2018). Retrieved from
http://file:///C:/Users/gitz/Downloads/2353225_755004719_Chapter10oftheClowBaack
%20(2).pdf
Liu, Z., Li, Z., Liu, B., Fu, X., Raptis, I., & Ren, K. (2015, June). Rise of mini-drones:
Applications and issues. In Proceedings of the 2015 Workshop on Privacy-Aware Mobile
Computing(pp. 7-12). ACM.
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A
critical review. In Review of marketing Research (pp. 25-61). Emerald Group Publishing
Limited.
Schwarz, T. (2014). E-Mail-Marketing. In Digitales Dialogmarketing (pp. 411-429). Springer
Gabler, Wiesbaden.
Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand
experiences. Kogan Page Publishers.

7PUBLIC RELATIONS
Stewart, D. R. C., & Littau, J. (2016). Up, Periscope: Mobile streaming video technologies,
privacy in public, and the right to record. Journalism & Mass Communication
Quarterly, 93(2), 312-331.