Key Insights:
- Mercedes-Benz Canada invited around 60 journalists and influencers to create content from the event.
- Learnings from winter driving program and ongoing concert series inspired programming.
- Brand looks at continuing social impressions and earned media to measure event success.
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.
