Mercedes-Benz has launched a social media campaign, asking five of Instagram’s most prolific users to take its new Mercedes-Benz CLA model on a road trip.
Hot on the heels of Honda’s Vine video activity, the ‘Take the Wheel’ campaign will kick off on 22 July.
The Instagrammers will document and share their adventures as they drive across the US over five days, using the @mbusa handle and hashtag #CLAtakethewheel as well as their own personal feeds.
Taking part is: 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). At the end of the trip one of the photographers will win the car, depending on who receives the most ‘likes’ for their photographs.
To further drive the campaign, Mercedes is also asking followers to submit their own Instagram handles to enter to take the sixth road trip in their very own CLA, which they will be able to keep for three years.
"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."