Live automotive world premiere on TikTok:
Cologne, October 18, 2021 – Mercedes-Benz and OSK have won the Digital Communication Awards in the ‚Event & Experiential Marketing‘ category with the digital world premiere of the new C-Class. In addition, the campaign also landed on the shortlist in the category ‚Social Media Communication‘.
With the first live car world premiere on TikTok, Mercedes-Benz and OSK have proven that global automotive events are no longer purely stage shows: the winning campaign presenting the new C-Class, hosted by the world-famous internet magician Zach King, consistently engaged from an user perspective and was implemented from start to finish in native social formats.
The ‚Social First‘ strategy worked: in the first 24 hours alone, the teaser clip on King’s TikTok channel achieved around 6.3 million views and one million likes. A total of 70 million impressions were achieved via the Mercedes-Benz Instagram channel, with the world premiere alone reaching eight million impressions within three days.
In 2011, Quadriga University Berlin launched the Digital Communication Awards (DCA) as a competition for online communication. A jury made up of leading practitioners and scientists evaluates the submissions from all over Europe. With the presentation of the best-selling Mercedes model, we were able to prevail against the competitors from Roland Berger and the BBC Studios, among others.