Mercedes in the Twitter lane

07 August 2015 - 02:09 By Staff reporter

Getting people's attention is difficult nowadays, especially if you're a brand. Consumers are savvy and picky and if you don't tickle their fancy immediately - well, you only get one chance to make a first impression. So how do brands make enough noise to get consumers not only to notice them but also engage with them? Car maker Mercedes-Benz seems to have found a nifty answer; next week they will be shooting personalised adverts."Using the existing Mercedes-Benz AMG GTS ad we are inviting select celebrities and bloggers to star in their very own fashion film," said Jeremy Nel, CEO of Luxury Brands, one of the companies involved in the project.The ad will be disseminated among the various Twitter followings with the aim of achieving viral status."This idea gives us the targeted reach and brand penetration we are trying to attract," Nel said.This type of strategy allowed brands to target the people they want in a much more focussed way than traditional media."When you follow someone on Twitter or Instagram it is a conscious choice you have made. So with something like this there is a first-hand affirmation that you don't really get with traditional media. That lends itself to better brand engagement," he said.Nel is among a growing chorus of people taking advantage of the opportunities that technology is providing - the ability to hone in on a set of consumers and give them a unique experience.Virtual Reality advertising is also gaining traction with the promise of unparalleled consumer engagement possibilities.Speaking to the popular culture blog Between 10and5, Grant de Sousa, director of Sense Virtual said: "In the next few years, we'll have fully immersive VR (virtual reality) experiences that push the boundaries of what's real and what's not."Brands nowadays had to have at least a website with a video element, said Nel. ..

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