A work of art for eleven million Facebook fans
Stuttgart. How important digital channels and social networks are for the brand’s communications was acknowledged by Mercedes-Benz on 31 August 2013 during the Mercedes-Benz Cars Night at the St. Moritz Art Masters. At the legendary Dracula night club in St. Moritz, in a live performance before an international audience Chinese artist Li Li completed her painting in honour of the eleventh million fan of the Mercedes-Benz Facebook page. With this piece she carries on the “Mercedes-Benz Facebook Artworks” series. These works of contemporary and avant-garde artists pay tribute each time the million mark is surpassed on the social networking site Facebook. The picture, themed around the brand and the worldwide fan community, will be on permanent display at the Mercedes-Benz Customer Assistance Center (CAC) in Maastricht in the Netherlands.
In the context of its marketing and sales strategy “Mercedes-Benz 2020 – Best Customer Experience,” for a number of years Mercedes-Benz has increasingly relied on communications via digital channels and in social networks to reach younger target groups. Worldwide, the brand with the star currently counts around 23.5 million fans on the national and international Mercedes-Benz Facebook pages. Mercedes-Benz is the benchmark in the automotive sector when it comes to interaction with the fans. Some two million likes, shares and comments monthly at the international facebook page (www.facebook.com/mercedesbenz) indicate the intensity with which the fan community discusses the brand and its products.
Communication with the fans and the brand’s potential customers will be handled in an innovative way also in future. For example, visitors to the Frankfurt International Motor Show (IAA) will be able to upload photos with the #MBcarIAA hashtag via the media platform Instagram and in this way join in the staging of the Mercedes exhibition stand, which is being shown on the world’s “biggest Instagram wall.” The stand will thus be turned into a direct kaleidoscope of the desires and preferences of its visitors. In addition, starting immediately the social media customer dialogue will be strengthened by a dedicated team at the CAC Maastricht. Questions about vehicles asked via Facebook will be answered quickly and expertly by the new CAC Social Media Team.
Chinese artist Li Li honours eleven million fans with a painting
This is the tenth time that Mercedes-Benz celebrates the crossing of a million mark at Facebook (www.facebook.com/mercedesbenz) with a special work of art. This time, young Chinese artist Li Li has created a painting celebrating the brand and its eleven million fans. In her pictures, in gentle and romantic hues Li Li directly characterises the naked truths of human emotions. She does it with a touch of black humour, obeying her very own logic in her art. The Mercedes-Benz Facebook Artwork series, which brings together renowned and avant-garde artists such as CONFETTISYSTEM, Olaf Hajek and Anssi Mättää, represents a steadily growing gallery of modern art, while at the same time reflecting on a global scale the international enthusiasm which exists for the Mercedes-Benz brand and its vehicles.