Mercedes-Benz Makes an Early Marketing Push on GLK
The Mercedes-Benz GLK does not go on sale until January 2009. Yet there has already been incredible media hype. Now Mercedes is building on the existing hype by launching a marketing campaign that debuted last week. Why the push? What makes the GLK worthy of an 8 month advertising campaign leading up to its launch? In two words, female drivers.
Although the vehicle is likely to appeal to drivers of all ages and both genders, Mercedes has recently been focusing on expanding its consumer base. A new series of edgy ads designed to target younger drivers has recently launched, and Mercedes-Benz hopes that the GLK will attract younger females.
In order to position the vehicle in the spotlight for this demographic, the vehicle is heavily featured in the upcoming summer film Sex and the City. We have recently discussed the unique challenges involved in filming a highly anticipated new vehicle without allowing spy shots to leak. In any event, the film and the vehicle are expected to appeal to female drivers.
However, the movie is coming out in the summer. There is a danger that the vehicle could be forgotten by the time it is released next January. The solution, then, is to feed the current hype with a promotional campaign that is strong enough to bridge the gap from movie to car release.
The promotional campaign features a series of commercials that are heavily tied to the film, along with an online microsite, special events and loyalty programs. There are similar programs worldwide.
If you would like to learn more about the Mercedes GLK or other Mercedes-Benz vehicles, we invite you to visit our friendly local dealership. We will help you find the Mercedes that is best for you.
Filed Under: Mercedes-Benz
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