Friday, January 8, 2016

Why Mercedes-Benz Tapped Social for Seasonal Surprise and Delight

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For a few lucky fans who sent direct messages to Mercedes-Benz USA via Facebook and Instagram this past holiday season, Mercedes-Benz sent back more than a simple response.

Inspired by the approximately 100 messages the company gets on Facebook and Instagram every day, the company launched the #MBSecretSanta program to reward customers—current and prospective—who engaged with the company via direct message.

In an interview with Adweek, Mark Aikman (General Manager of Marketing Services at Mercedes-Benz USA) said, "We had this clever idea of helping our customers find the perfect Santa gift. We hope people will continue to follow the brand [on social] for some pretty amazing things.”

Through the #MBSecretSanta program, Mercedes-Benz and agency Razorfish gave away 1,000 prizes leading into Christmas to customers in the United States. A quick scan of the #MBSecretSanta hashtag on Instagram reveals some sweet prizes have already been doled out, from Mercedes-Benz branded baby gifts to golf sets. Watches and Bluetooth speakers were also up for grabs.

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