Mercedes, with help from Razorfish, is introducing a feature on Instagram called ‘Build Your Own GLA’ through which users can create custom versions of cars – choosing colour, wheels, roof and grill options and more.
Mercedes, with help from Razorfish, is introducing a feature on Instagram called ‘Build Your Own GLA’ through which users can create custom versions of cars – choosing colour, wheels, roof and grill options and more.
Depending on what options users choose, there are 132 unique configurations that can be created. The experience is also available on the website.
“Instagram has been a very important platform for Mercedes-Benz and continues to grow in popularity among the younger millennial consumer that we are trying to introduce the brand to,” said Mark Aikman, department manager, digital marketing and CRM at Mercedes-Benz USA. ‘Build Your Own GLA’ allows us to talk to them where they are and provide them with an interactive experience within Instagram.”
“Instagram is also a very visual platform, and we fortunately sell very aesthetically appealing products that work well on it,” he added.
Mercedes also launched its CLA model last year on Instagram via a campaign called “Take the Wheel” through which it got 87 million Instagram impressions.
The automobile company currently has 175,000 followers on Instagram.
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