Mercedes-Benz CLA - Canadian International Auto Show
Several months before hitting the shores and showrooms of Canada, Mercedes-Benz Canada presented their upcoming CLA model virtually, inside and out using mobile-based, Augmented Reality 'AR'. With the assistance of customer service reps and dedicated tablet stations surrounding the spinning 2.5 meter turntable, several thousand Canadians experienced both the CLA and Augmented reality technology for the first time. The program was adapted to accommodate other major shows and dealer events throughout the country in both French and English languages. Through an integrated registration option, a high majority of participants signed up for future communications and were greeted with an email link pointing to a personalized microsite to further explore, play and share their CLA experience.
THE POST EVENT MICROSITE
By selecting the link provided in the email, participants would be transported to their personalized website. They would be greeted by name and presented with interactive imagery and design themes based on their CLA event experience. Sharing tools extended the experience to friends who could also download the event app and try it themselves - all from the comfort of their own sofas. Finally, the microsite served as a connection between registrants and their local Mercedes-Benz dealerships who were preparing for the vehicle's impeding arrival. Informing customers of the CLA's availability and getting customers to the showroom was the ultimate goal for which the app served well.