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.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
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.
“No other automaker has developed or provided this depth of information for a model launch via interactive television.”
