Mercedes-Benz Canada

Own The Ice.

Experiential Marketing

Challenge

Create more shareable content to drive sales of the new lineup.

Strategy

A unique event infused with share-worthy content.

Solution

A one-of-a-kind ice garage and driving experience.

Results

Content driven lead generation with over 14 million impressions.

Drifting in a Benz, an ice garage and live performances.​

Living Proof

“I’m still buzzing after spending the day drifting AMG’s sideways and ending the night in a custom-built ice garage with special performances
– my face still hurts from smiling.”

Challenge

Overcoming the Challenge

Mercedes-Benz Canada (MBC) was on a mission to move beyond conventional auto shows and revolutionize how audiences interacted with their brand.  Through the magic of social media impressions, the goal was to captivate Canadians, influencers and media outlets in a way that positioned MBC as the luxury leader for winter driving in Canada. 

Strategy

A Unique Way of Approaching The Problem

To make this a reality, the event had to showcase the new Mercedes-Benz 4Matic all-wheel drive in an immersive way. Captivated by the event, it would drive attendees to document every moment they experienced. It ultimately generated the level of impressions needed to increase shareability and overall brand awareness of MBC’s new lineup.

Mercedez-Benz ice sculpture

“Social absolutely plays a role in lead generation and finding new fans… It helps us stay top of mind.”

VIRGINIE AUBERT, VP, MARKETING FOR MERCEDES BENZ CANADA

Solution

The Proof Touch

Bringing #MBCOwnsTheIce to life was no easy feat. But from the challenge rose the inspiration for the ultimate experience. Imagine: Looking out on the frozen shores of Lake Winnipeg in Gimli, Manitoba, and seeing a fully functional, 2,000-square-foot ice garage. Lit with glowing LED lights, 80,000 lbs. of ice became the backdrop to test drive 4Matic vehicles on ice and snow.

Following an unforgettable day whipping around the ice track, guests were surprised with an intimate concert by Juno award-winning band, The Arkells.

Four women taking a selfie
Mercedes-Benz Concert Stage
Mercedes Benz luggage tag, USB stick, hat, and a black jacket
a group of women wearing winter coats in front of an ice stage

Results

Project Impact

Through the power of experiential marketing, MBC proved why they own the ice. With over 14 million impressions, including a full television commercial, an entire vehicle YouTube walk around and not to mention captivating the attention of 80 media outlets, influencers, and audiences across Canada – #MBCOwnsTheIce experience came to life. Today, it continues to amplify the Mercedes-Benz brand in a way that intrigues audiences. Just look at these numbers…

14M+

Social Media Impressions

759

Pieces of Unique Content

22

Traditional Media Stories

a band performing on an outdoor stage surrounded by snow
Two people taking a selfie
a group of people outside at aMercedez Benz event
This project was no small feat.

Our team provided the following services:

Services
  • Strategy & Ideation
  • Stunt Planning, Logistics and Management
  • Production & Creative Development
  • Staffing Solutions Recruiting & Training
  • Event Logistics
  • Supplier Sourcing & Management
  • Reporting, Measurement & Analytics
  • On-site Management
  • Entertainment Selection & Negotiation
  • Staging & Audio Visual Management

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