Own The Ice.
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.
“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.
Results
Project Impact
14M+
Social Media Impressions
759
Pieces of Unique Content
22
Traditional Media Stories
- 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
Other case studies
What we do matters.
Check out the other projects that our experienced team has been working on recently.
Dairy Farmers of Ontario – School of Moo.
Intuit Community Tax Day in L.A.
Dell Collision Conference & Elevate Festival Sponsorships.
GET THE PROOF
Get in touch and let's start a conversation.
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