With the new Mercedes-Benz GLE to New York.
A road trip to share.
Under the banner “Guarding the new Mercedes-Benz GLE” International opinion leaders and communicators from the social networks accompany the new premium SUV from its US production location in Tuscaloosa, Alabama to its world premiere at the New York International Auto Show (NYIAS). This road trip of some 2,600 kilometres in length provides digital communicators with a first picture of the new GLE ahead of the official presentation.
As in the past years, they record their impressions in texts, images and videos. Anyone interested can follow the road trip under hashtag #mbrt15.
Assembly of a community.
This year’s road trip centres on the growing SUV family from Mercedes-Benz. No other premium manufacturer offers such a diverse range from the compact to the luxury class. The international communicators embark on the trip with the GLE – the new designation for the former M-Class, and in various models of the G-Class and of the compact GLA. Also on the trip is the brand-new GLE Coupé, which is establishing a new category of vehicle within the Mercedes-Benz SUV family this year. An apt starting point for the road trip is the Mercedes-Benz plant in Tuscaloosa – the traditional production location for SUVs from Mercedes-Benz and the largest such plant worldwide. Since 2014 the C-Class has also been in production here for the North American market.
For the fourth time, online journalists will be accompanying a new product on its way to its world premiere and reporting live on their impressions and experiences. The first Mercedes-Benz road trip took place in the spring of 2012 to mark the world premiere of the new A-Class, as the result of a joint idea developed by digital opinion leaders and the premium car brand. Mercedes-Benz has been among the most successful and innovative brands on the internet for many years now. This has been proven in independent studies conducted by eBench and SocialBakers for example. The success has been measured not merely in terms of the number of fans and followers, but primarily by the high degree of interaction with people on a variety of different social networking platforms.
The extensive online and social media activities by Mercedes-Benz are an integral part of a “Digital Media House” in which Mercedes-Benz presents premium brand content in editorial form and publishes it across the entire range of digital channels. For a number of years Mercedes-Benz has systematically opted for high-quality “content telling” in the digital environment, establishing itself as a brand publisher.