Mercedes-Benz is recruiting top Instagrammers to generate interest in CLA model

Mercedes-Benz is inviting five of Instagram’s most lauded users to ignite interest in the CLA model among young consumers by touring the United States in the vehicle.

Each of the five photographers have a towering list of Instagram followers and photography backgrounds. Interested fans can follow the journeys at the handle @mbusa, through contestant’s personal feeds or Mercedes-Benz’ other social media pages.

Fans following the journeys can enter their Instagram feed on the Take the Wheel Web site for a chance to take the sixth journey (Websites are back!). This winner will be chosen by the five honored photographers according to how well the page reflects the CLA’s spirit. Rather than competing for a car, the sixth contestant will automatically receive a vehicle.

Read more here.

Why I am Curious

Mobile has brought access to “luxury” automakers in unprecedented ways. Here are brands like Mercedes-Benz, Lexus, Porsche and even Rolls-Royce trying to get people from different backgrounds to come together.

For example, Porsche virtually put consumers in the front seat of its Cayman vehicle via a mobile application that is designed to promote safe driving and build brand awareness, while also letting consumers compete in a variety of challenges.

The app fosters camaraderie among current and prospective Porsche drivers by structuring and mapping driving challenges that affluent consumers may face while on the road. The app adroitly captures the movements of the car so that drivers can catalog their skills and communicate with their friends, family or other drivers (read more here). Screen Shot 2013-08-01 at 6.34.16 PM

Other brands crystallize their participation at large events through social media.

For example, Rolls-Royce Motor Cars made use of multichannel efforts to propel its Goodwood Festival of Speed enterprises that was likely to excite auto enthusiasts and keep fans interested.

The British automaker chose to portray itself from angles ranging from ruthless speed to thoughtful charity to demonstrate to fans that it tries to engage them on different fronts (read more here).


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