Mercedes-Benz Canada Used 88,000 Pounds of Ice to Create Ongoing Brand Love

Auto brand merged two existing events for winter experience in Gimli

For the two-day event, Mercedes-Benz built a "garage" with blocks of ice for concerts and panels. Mercedes-Benz Canada

Key Insights:

Mercedes-Benz Canada has engaged consumers IRL with winter off-roading excursions and a small-scale concert series before, but the automaker recently combined both programs to launch a new, explicitly Canadian experience designed to boost brand awareness.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.