Mercedes GLK parks it in luxury web spot
The brand now sponsors TheSoko.com's 'Indulge Yourself' section, while driving traffic to its own branded microsite.
Mercedes is promoting the pampering qualities of its GLK through a sponsored section alongside related lifestyle content on TheSoko.com.
The special ‘Indulge Yourself’ feature, produced by the site’s editorial team, gives Mercedes prime exposure on its homepage while utilizing non-traditional ad units, like advertorial and textlinks.
With media buys handled through Mercedes GLK’s agency, Henderson Bas, the campaign, produced by TheSoko.com, is also driving traffic to a branded microsite.
The site, which gets 200,000 uniques a month and targets the 25-54 demo, skewed female, publishes relationship, health and fashion content daily, and has several other features planned in the coming months, with clients in automotive, apparel and packaged food.
‘Sponsored features offer a high-impact way to engage readers with a specific theme,’ says Soko director Jonathan Davids. ‘Mercedes GLK is the ideal type of client for a sponsorship of this kind because it’s a distinct brand with a unique message,’ he explains, ‘so we’re able to bring that out on TheSoko.com in a way that’s engaging to our readers.’
The Soko company, which also owns shopping site Livedress.com, last month launched Soko Productions, a unit dedicated to content production.