Auto buffs create their own Mercedes-Benz fantasy

New microsite asks personality-gauging questions to direct users into a new SUV.

In continued campaign support of its new mid-size SUV, the GLK, Mercedes-Benz Canada has launched a microsite that allows visitors to interact with a ‘personality profiler’ and create their own GLK experience.

Developed by Toronto interactive agency Henderson Bas, the objective of the site is to provide prospective customers with an emotional connection to the car, says Mark Forsyth, manager of interactive marketing and CRM at Mercedes-Benz.

‘This is one of our hippest and edgiest vehicles to date, and we wanted to offer an experience that echoes the values of this demographic,’ says Forsyth, of the 35-to-45 style-setting demo. Visitors answer a series of questions that prompt a snapshot background change with the vehicle in the foreground. The microsite also offers key product info for prospective buyers and features a video gallery.

It’s being promoted through an online ad campaign on key Canadian automotive and lifestyle sites, Google text ads and a throw from the print ads.