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 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.