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SBD Global/May 8, 2014/Marketing and Sponsorship
Mercedes-Benz Revs Up World Cup Campaign Featuring German National Team
Published May 8, 2014
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THE RIGHT CHANNELS: The fact that the campaign launched on social media more than two months ahead of traditional channels shows the increasing importance of those online tools to companies and campaigns. Merzbach said that the social media component plays a central role in the campaign’s strategy and can greatly influence its success. She said, “For many customers it is important to have a direct contact with the company, be able to interact with them and give feedback.” Mercedes will try to make use of this potential during the World Cup. The campaign’s increased focus on social media also speaks to the C-Class’ younger target demographic. A high-ranking Stuttgart-based official involved in the new car’s conception reportedly said, “We want once and for all to discard the idea that the C-Class is a car bought by your grandfather.”
VALUED PARTNERSHIP: The luxury car brand and the blue-collar sport -- what seems to be an odd relationship at first -- has been one of the most successful in German sports history. The partnership between Mercedes and the German Football Federation (DFB) dates back to the early ‘70s. While neither side provided any financial details of their partnership, Sport Bild reported that the most recent six-year deal has an estimated value of €50M ($69.5M). With football being the No. 1 sport in Germany and the German national team as its ultimate product, Mercedes is guaranteed public awareness. Merzbach said, “During European Championships or World Cups most of the German population is going to sit in front of the TV, keep the fingers crossed and support the German team.”