Mercedes-Benz Touts mBrace2 Telematics Platform
Mercedes-Benz on Monday launched a new campaign to promote its mbrace2 telematics platform. The campaign centers on a 30-second spot, "All From One Place" that will break during the 2012 US Open, of which Mercedes-Benz is a presenting sponsor. There are also extensive digital and social media executions, per the automaker.
Mbrace2 does Internet access and "Mercedes Benz
Apps," which includes in-vehicle versions of social media platforms as well as things like Google Local Search. The company says it also includes a solution to remotely update software via cloud
networks.
The new spot illustrates the flexibility of the platform by showing a young affluent guy in the various environments through which he moves in his daily life: a stadium surrounded by a cheering crowd, a Wall Street trading floor, a casual party, a dinner date and finally walking through a storm.
The company says that after it debuts on CBS during The US Open, the ad will continue in rotation through early November, including on the 2012 Emmy Awards on ABC, NFL games on CBS and throughout network series season premiers such as "The Office," "Revenge" and "Smash." The automaker says it will also run the spot on cable channels like Bravo, E!, ESPN, Discovery, The Food Network, National Geographic, TNT and USA.
KARL GREENBERG
Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel marketing for “Marketing Daily.” Prior to this, he was the automotive editor at “Brandweek” magazine, where he covered marketing about companies making anything with a motor. He was also Internet ad technology reporter for the short-lived “Adweek IQ.” Karl started his career covering the petrochemical commodities market for “The Chemical Market Reporter.” In his other life, Karl is a humorist, playwright, musician, actor, and somewhat guilty fan of boxing. Reach him here.
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