HERE’S an innovative promotion from Mercedes-Benz – online customers are being drawn into dealers through the medium of video games!
Those interested in the new CLC can race it around the streets of London, in a game downloadable from a special website, www.clcdreamtestdrive.com.
It lets customers tune a CLC 350 Sport, before racing it around ‘virtual’ London to try and set the fastest time. And there’s an incentive. Those recording the fastest time over the summer will be entered into a prize draw… to drive the thing for real at Mercedes-Benz World, Brooklands.
80,000 prospects are being sent a copy of the game – which, in a collaboration between Mercedes, Sony DADC and Royal Mail, is personalised for them only.
Ian Dutfield, marketing director Mercedes-Benz Cars, explained the strategy: ‘The CLC is attracting a new kind of customer to Mercedes-Benz, so we wanted to promote the range in a new and exciting way. CLC drivers are often choosing their first executive car, and are searching online for information. CLCdreamtestdrive adds an enjoyable element to that investigative process.’
‘Our online racers can then go on to book a real world test drive with their retailer, or to see the competitive finance rates and strong residual values.’