Big Content. Small Package
The tag line of the 2010 Mercedes-Benz GLK is “Great engineering is great engineering at any size.” With the goal of capturing this concept and providing the audience with information relevant to their lifestyle, the “GLK Live-Well Dashboard” was born.
Critical Mass partnered with Conde Nast Digital to create an experience that leveraged the power of 18 trusted magazine properties and fused then with the matching attributes of the 2010 GLK. The Dashboard, a first of its kind roll-over rich-media unit within Conde Nast, mashes-up Video, Editorial, Voting, Sharing, and of course, Mercedes-Benz content into one centralized location that follows Conde Nast readers across their network. Every week for the next 10 weeks, new content will be added to the unit to keep each of the lifestyle pillars (Personal Style, Wellness, etc) fresh for readers who frequent the various Conde Nast properties. For those interested in returning to the GLK experience, the banner can be bookmarked and reopened as a standalone page.
The Dashboard, while still very much something that shares the characteristics of a banner ad or microsite, is a media execution that helps brand+content follow the consumer on their digital path instead of setting up rest stops along the way. Whether a Conde Nast reader is seeking information on Concierge, Style, The New Yorker, etc they will be able to access editorial from across the CN network and the GLK collection of videos where THEY choose to do so. The articles and videos that are most relevant, will be voted up and down in a “Digg-Like” fashion so that the target audience helps control the content that is most relevant to its own group of peers.
A brief recap:
-Objective: Raise awareness of a brand new launch vehicle and its uniqueness amidst a very competitive vehicle category.
-Strategy: Push the GLK microsite content out to our target within a relevant partner’s environment in order to combine one singular trusted resource of information aligns with the GLK engineering messaging.
-Tactic: Find specific attributes (or pillars) of the GLK that help people with their daily lives and marry those with Conde Nast editorial that do the same within a broader range of categories whether they be wellness, style, etc.
-Execution: A “Dashboard” that isn’t a Leaderboard or a Microsite, but rather a centralized entity that follows users where they go and offers them ways of improving their lives. User voting pushes the most relevant peer endorsed data to the top, and new content is added every week for 10 weeks to ensure fresh content and return visits.
Additional Coverage on Advertising Age can be found here:
Conde Nast-Mercedes-Benz Campaign Offers Hope for Publishers
Last 5 posts by Len Kendall
- Unintentional Advertising – April 22nd, 2009
- Promote Yourselves. Promote Others. – April 13th, 2009
- Advertising vs Editorial: State Getting Bigger than the Church? – March 4th, 2009
- Reverse Engineering. Taking Apart a Behavior, Building an Insight – February 23rd, 2009
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This reminds me of a more sophisticated version of Edelman’s and Newsgator’s “Hosted Conversations” ad unit — an ad fed by selected RSS feeds (http://www.clickz.com/3624213) I wonder whatever happened to this concept, which I thought was brilliant.
Thanks for the comment and the link Jeff. The idea of an RSS feed definitely came up during the creative process. In this case, the feeds are all from Conde Nast properties. Since the variety of their publications is so extensive, a solid variety of content is made available.
Big things really come in small packages.