Daimler-owned Mercedes-Benz is broadcasting a music show on its online TV station.
Launched last month, “Mixed Tape Music Magazine” is a monthly special with video clips by artists like Jennifer Lopez and Mark Ronson, according to The Wall Street Journal.
The show targets future Mercedes customers, which will hopefully associate the brand with being hip (assuming that is what they’ll care about when they are finally old enough to finance a Mercedes).
NewsMarket, a web video marketing service for auto vendors, said car companies increasingly demand video that does more than plug cars.
Putting cars second in online video worked well for BMW, a Mercedes competitor. In 2001 it launched eight short films by celebrity directors like Ang Lee and Guy Ritchie. The campaign lived on for seasons to follow; and in 2003, one of the online films won Best of Show at the One Show Interactive Awards
BMW said the branded content, dubbed “pull media” because customers sought it, garnered 100 million views on YouTube and on the BMW subsite. The content spread to DVD, TiVo and other channels.
The Mercedes rival eased its emphasis on branded entertainment shortly after splitting with the agency responsible.
In 2006, 85 percent of videos made for the auto sector were related to product or corporate news, like new models, driving shots and earnings. In 2007, 62 percent covered those topics; other videos focused on environmental and lifestyle issues.
Source: www.marketingvox.com
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