Mercedez Benz to create a viral marketing campaign and encourage organic mentions on social sites in one of a kind automobile launch at Luxe Drive in India
The client is a German Global automobile manufacturer, known for luxury vehicles, buses, coaches, and trucks. The brand is a blend of luxury, sportiness, and performance and has loyalists across the Globe.
For Mercedez Benz, Infini created Geo-location RFID Tagging and seamless integration with Facebook for influencer marketing
Mercedez was introducing a new variant in the Luxury Automobile Segment in India. They were looking to indulge in the new age form of marketing to reach influencer groups within the Country. Their focus was on Facebook as the most influential among social media sites.RSVP invites were sent to the VIPs, celebrities, and Influencers. The aim was to make this a viral campaign and gain record reach by organic tagging and sharing of the event photographs by the attendees at the event.
This was a plan with unlimited reach but required action from the attendees. The strategy was dependant on attendees interacting with the launched vehicle and at the same time being proactive in posting and tagging the event updates LIVE on Facebook. This was a challenging task as it needed first the attendance to make the event a grand success and second social media pro-activeness by the attendees who couldn’t be forced but subtly requested to post about the event.
Seamless integration of Web & Mobile App
Celebrities, Influencers and VIP’s who responded to the RSVP received RFID bands encoded with their individual Facebook profile. Our team did the daunting task of seamlessly integrating each user's Facebook profile with their respective RFID bands. It was an uncommon invite and needed due diligence to be observed for data security because most of the invitees were influential people unwilling to share information openly about them. The bands were programmed in such a way that when a guest arrived at the venue wearing the RFID band, an automatic check-in would be posted on behalf of the guest on their Facebook profile, tagging the event, location, and the host brand's page. This ensured that each guest was part of Mercedez social experiment to take their event LIVE without having to coerce the guests. No extra information of the guests was shared on the page keeping their privacy and security as the top priority. Our software expertise and the experience to integrate all major systems into workable platforms gave wings to the idea of the client that could be converted into a successful working plan.
Real-Time event Updates with RFID Tagging
In order to gain maximum social visibility from the event, we converted the entire venue into an automated real-time RFID charged platform. At the venue, 5 kiosks were set-up at different locations powered with internet and RFID geo-location tagging features. When a guest would tag himself/herself at a kiosk, the tag would read the guest's activity and publish a post on their Facebook profile along with tagging the host’s brand page. Each of these RFID tagging at the posts attracted a reward for the guest. For example, if a guest tagged himself at the bar counter, it would be updated as a post on his Facebook page and in return, he would be offered a free drink. Such activity turned the event into a grand success and involved participation by the attendees while achieving a record number of social media mentions within a few hours of the start of the event.
The venue turned into a real-time Social Media Offline site that was seamlessly integrated with the Online Site.
RFID Detector to act as Social Media sensor
The idea of the RFID detector was not just limited to the above. A kiosk with an inbuilt camera was set-up in front of the display car. Whenever guests visited and tagged themselves at this kiosk, a ten seconds self –timer would take a photograph of the guest with the display car and would automatically share it as a post on the guest's Facebook profile, tagging the guest and the Mercedez Facebook page. This, in turn, increased organic social media mentions exponentially for them overnight and without any intrusion. Mercedez received around 3200 organic mentions across Facebook in less than seventy minutes which helped in the brand go Viral. This was an experiment that witnessed a perfect blend of technology with social outreach.
Infini was thrilled to partake in such a project where the result could be evaluated within a few minutes. Our technological knowledge and relentless spirit to offer Mercedez the best services, we proved that projects can be successfully implemented and delivered in a little over 60 days.
We emerged as a value-driven and customizable solutions provider to any business big or small and we would stop at nothing to make our client’s dream a liveable opportunity.