You know what they say, if you canâ€™t beat them, join them.
Car companies, since time immemorial, try to hide their new models and the press have made it their life goal to get a scoop and spread its photo before it is formally launched to the market.
Itâ€™s becoming hard for companies to hold off the media so they decided to use it to their advantage.
Instead of saying â€˜you canâ€™t see it yetâ€™, Mercedes Benz decided to drive it around for everyone to seeâ€¦ well, sort of.
A car is driving around with all sorts of QR codes plastered on it. The QR Code is also distributed on the streets and on the web. People can scan the code and if they find 4 trophies, they will get a trip to the world premiere of Mercedez Benz A Class.
With no media budget, the car that was yet to be launched took over the web, magazines, and different media. People speculated and participated in the hunt for the codes.
Sure, there are doubts on whether these people who are participating are actually their target market or not but it is the same argument you can use if a brand decides to use traditional media. How many of those that are watching belong to the target market?
However, that is not the point. Getting people involved and making them do the work of what the media is supposed to be doing is nothing short of genius.