MBUSA Challenges Instagrammers to Take The Wheel of the Eagerly Awaited CLA
A picture is worth a thousand words. In this case, it might be worth a Mercedes-Benz. The heat is on as five of Instagram's all-star photographers take the wheel of the eagerly anticipated, soon-to-arrive Mercedes-Benz CLA from July 18 to August 23, 2013.
In a series of consecutive five-day road trips, the influencers will document and share their driving adventures in the sporty four-door coupe from across the country, while posting photos and videos to Instagram. The photographer who gets the most "likes" during their week will win free use of a brand new CLA for three years.
Consumers can get in on the action by visiting www.CLAtakethewheel.com. Participants submit their Instagram handles and instantly their feeds become entry portfolios. The five photographers will then select one of these Instagrammers to follow in their footsteps and take the sixth road trip in their very own CLA, which they will be able to keep for three years. Using the @mbusa handle, the winner will capture the journey on the brand's official Instagram channel.
"Take the Wheel is a natural fit for the CLA buyer who is a digital native, looking for their 15 megabytes of fame," says Bernie Glaser, vice president of marketing at Mercedes-Benz USA. "What makes this unique is that, unlike most of the other Instagram initiatives, we're not looking to push a marketing message out through the platform. Instead we're utilizing Instagram in a more holistic way, as visual storytelling and interpreting the CLA."
Take the Wheel brings together some of Instagram's most influential photographers including: Paul Octavious (432,000 followers), Tim Landis (523,000 followers), Michael O'Neal (487,000 followers); Alice Gao (538,000 followers); and Chris Ozer (503,000 followers). Each "like" from their followers will bring them closer to the car.
Fans can follow the action or enter to win beginning Thursday, July 18 at 12:00pm EST, at www.CLAtakethewheel.com.
The campaign can be viewed across multiple channels, including:
- Instagram: @mbusa
- Follow photographers on their personal feeds:
- @curious2119 (New York: July 22 – July 26)
- @moneal (Portland: July 29 – August 2)
- @alice_gao (Miami: August 5 – August 9)
- @chrisozer (San Francisco: August 12 – August 16)
- @pauloctaious (Los Angeles: August 19 – August 23)
- Facebook: www.facebook.com/mercedesbenzusa
- App: http://mbenz.us/12Encq9
- Enter to take the wheel and also "like" the page to receive regular updates.
- Hashtag: #CLAtakethewheel
- Trailer: http://www.youtube.com/watch?v=BYQL6-3Q8LI&feature=youtu.be
- Website: www.CLAtakethewheel.com.
- Available on desktop, tablet or mobile.
- Twitter: @MBUSA
For complete biographies and photos of the Instagram competitors, accredited journalists can visit: www.media.mbusa.com.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 12 model lines ranging from the sporty C-Class to the flagship S-Class sedans and the SLS AMG GT.
MBUSA is also responsible for the distribution, marketing and customer service of Mercedes-Benz Sprinter Vans, and smart products in the U.S. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com.
Accredited journalists can visit our media site at www.media.mbusa.com.
