Mercedes-Benz Taps Strava’s Fitness Community To Promote C-Class Sedan

Mercedes-Benz Taps Strava’s Fitness Community To Promote C-Class Sedan
Automotive

Mercedes-Benz Brazil is hoping to take advantage of the link between luxury consumers and interest in fitness-related activity, designing a socially enabled campaign for Strava's fitness app

Rachel Gonzalez
  • 15 november 2018

Luxury auto retailer Mercedes-Benz is promoting the release of its C-Class line of mid-sized sedans in Brazil with an athletic competition activation. In partnership with fitness social media platform Strava, the German brand is encouraging amateur athletes to break records and compete to win top title of King or Queen of the Mountain.

After breaking a record in categories from cycling to swimming in the Strava app, which connects millions of athletes the world over,  previous top place-holders will be notified via email that their spot has been taken and will be encouraged to train harder. The activation is part of Mercedes-Benz’s ‘Don’t Stop Evolving’ campaign for its C-Class sedans, for which the auto brand has its own team competing for King and Queen of the Mountain.

The goal behind the partnership between Strava and Mercedes-Benz is to capitalize on the link between affluent consumers and their tendency to take interest in health and fitness. Mercedes also hopes to expand its social media presence, an increasingly important space for retailers to promote their products in, targeting Strava’s robust following of 32 million members.

Mercedes-Benz

Strava


Lead image: Strava via Facebook

Luxury auto retailer Mercedes-Benz is promoting the release of its C-Class line of mid-sized sedans in Brazil with an athletic competition activation. In partnership with fitness social media platform Strava, the German brand is encouraging amateur athletes to break records and compete to win top title of King or Queen of the Mountain.

+Automotive
+brazil
+fitness
+Health
+loyalty & membership
+Mercedes-Benz
+post purchase support & service

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