Mercedes-Benz Gives Lesson In Auto-Speak
Now this is an interesting idea. Using a recently introduced concept called Conversational Advertising, Mercedes-Benz was able to embed customized creative into free online spoken English language lessons found at Speak2Me.cn, a Web site and social network targeting 300 million students and professionals learning English in China.
Here's how it works.
Speak2Me uses speech recognition technology combined with a virtual teacher that helps users practice spoken English.
In countries like China, students learn how to read and write in English, but there's a shortage of people who speak English, making it hard for students to master spoken English.
Speak2Me's Conversational Advertising allows users to interact with a brand visually.
Mercedes-Benz China created a microsite where consumers could tour Europe in a smart fortwo car while conversing with an avatar tour guide.
Users spent between three to five minutes, on average, per visit. They can also share lessons via social networks to garner additional brand buzz.
Mercedes Benz China is the first client to use this technology in an ad campaign, and has also signed up for a second round. Results of the initial campaign show potential. Over the course of three months, 60,000 young, Chinese professionals took Conversational Advertising lessons, with each user completing four lessons on average, totaling 1.3 million minutes of interaction with the smart fortwo brand.
0 comments on "Mercedes-Benz Gives Lesson In Auto-Speak".
Leave a Comment
Recent Creative Media Blog Articles
-
Fashion, Food And Street-Legal Drugs May 20, 4:06 p.m.
In Amsterdam, a spring fashion lookbook was transformed into an extreme cookbook, full of recipes using ...
-
Car Paint, Heal Thyself May 13, 2:40 p.m.
Nissan has developed self-healing paint, a technology that renders a car scratch-proof. Does this spell the ...
-
Mail A Letter -- It Could Save A Life May 6, 3:24 p.m.
New technology, like social networks, not only reconnects old friends and relatives but sheds light on ...
-
A&W Restaurant's Social Media Moves: Locked Out Of LinkedIn, Rebounds With Vine April 29, 3:43 p.m.
A&W Restaurants is jumping headfirst into social media with the help of its mascot, Rooty The ...
-
A Campaign That Uses Its Noodle, Literally April 22, 4:55 p.m.
Nothing beats indulging in various ethnic cuisines while on vacation but what to do when a ...
-
Look Up: Agency Transforms Water Tower Into Art Projector April 15, 4:39 p.m.
Rusty, the 100-year-old water tower that resides on the roof of Carmichael Lynch in Minneapolis, received ...
-
The Latest Impulse Buy: A Car? April 8, 3:14 p.m.
When I think of impulse buys, I think of the candy section at the grocery store ...
-
Ketchup Art Marks Condiment Brand's 50th Anniversary April 1, 4:37 p.m.
We’ve all heard the term “playing with your food” -- but what about playing with your ...
-
Driving Dogs Continue To Drive Adoptions In New Zealand March 18, 4:33 p.m.
A New Zealand campaign launched in December continues to encourage the practice of adopting shelter dogs. ...
-
Hospital Targets Doctors With DM Poster Of The Hippocratic Oath March 11, 3:59 p.m.
The University of Colorado Hospital and its agency, Cactus, launched a print series three years ago, ...
VERY cool. And suggests a host of placement opportunities beyond this one too.
Uber great idea ! Let's do it here with Chinese ! Afterall, we are smarter than they are, right? They got nothin' on us. You can take your tongue out of your cheek now.
Interesting idea. However, I am dismayed that you have mis-spelled "Mercedes" in the headline of your story.