Mercedes-Benz USA is giving the 10 million interactive TV subscribers of EchoStar Communications Corporation’s DISH Network satellite TV an advanced “all-access pass” to experience and experiment with the new generation M-Class through an interactive advertising campaign beginning this week and running until the end of the month.

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The satellite TV collaboration is the first component in an extensive marketing launch for the all new M-Class. The pre-launch campaign consists of a 30-second TV spot “Blank Page” that links viewers via an on-screen pop-up message, or trigger, to an interactive web-like environment on the TV. From this interactive TV channel, viewers can use their TV remote to preview an expanded version of a TV advertisement called “Test Track,” which will air on a DISH Network shopping channel called Catalog.


Viewers can also access a photo gallery, order brochures and learn about the new SUV through interactive TV advertising.


Viewers will also be provided information on the 35-city ride-and-drive Road Rally and invited to attend their local event, starting in April.


“Mercedes-Benz is taking advantage of a powerful tool in reaching home viewers who want to explore the [vehicle] beyond a standard 30-second commercial,” said Susan Arnold, vice president of programming for DISH Network.

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“No other automaker has developed or provided this depth of information for a model launch via interactive television.”