Mercedes Dangles 'Generation-Benz' In Front Of Gen Y
As posted by Karl Greenberg of MediaPost.
Mercedes-Benz USA wants an invited group of Gen Y netizens to open up about the brand. So it is running a social networking marketing program called Generation-Benz, intended to bring younger consumers into the brand while giving Mercedes insights about the 20-somethings.
The site, at www.GenerationBenz.com, via L.A.-based firm Passenger, is an invitation-only forum by which the company will mine the Gen-Y attitudes, lifestyle and brand preferences. The company says that with the new program it hopes to get a new group of consumers into the brand and shape the brand for the future.
Said Stephen Cannon, Mercedes-Benz U.S.A.'s VP/Marketing, in a release: "When our customers join the brand, they tend to stay. Our Generation-Benz community is a natural extension of our desire to broaden the Mercedes-Benz family, and establish a dialogue with future buyers to guide us with the design of our vehicles and direction of our brand."
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Mercedes-Benz USA wants an invited group of Gen Y netizens to open up about the brand. So it is running a social networking marketing program called Generation-Benz, intended to bring younger consumers into the brand while giving Mercedes insights about the 20-somethings.
The site, at www.GenerationBenz.com, via L.A.-based firm Passenger, is an invitation-only forum by which the company will mine the Gen-Y attitudes, lifestyle and brand preferences. The company says that with the new program it hopes to get a new group of consumers into the brand and shape the brand for the future.
Said Stephen Cannon, Mercedes-Benz U.S.A.'s VP/Marketing, in a release: "When our customers join the brand, they tend to stay. Our Generation-Benz community is a natural extension of our desire to broaden the Mercedes-Benz family, and establish a dialogue with future buyers to guide us with the design of our vehicles and direction of our brand."
Read Full Article
