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Mercedes-Benz Canada begins Drive & Seek promotion

Mercedes-Benz Canada has begun a mobile promotion called "Drive & Seek." The initiative makes use of a smartphone application that consumers can use to play a location-based game for a chance to win a 2012 C-Class Coupe. According to the company, the intention of the promotion is to appeal to a more youthful audience. The game, developed by Henderson Bas Kohn, incorporates the same espionage theme used in the brand's recent advertising campaign. It takes the form of a search for virtual briefcases at various GPS coordinates that can be located with a smartphone using the application. Players must attempt to find 10 briefcases per week for four weeks. Each briefcase also provides information about the new vehicle.The top 125 players will receive additional contest entries to win the grand prize or one of four secondary prizes. "Combining style and elegance with a pronounced dynamism and exemplary level of safety, the new C-Class Coupe will have an unquestionable appeal to a younger demographic so we felt it was critical that our marketing strategy reflected this and engaged with a more youthful, technically savvy audience," said Marc Boderke, marketing vice-president at Mercedes-Benz Canada. "Exploring new media is a crucial next step to our continued growth. The development and introduction of the Drive & Seek app will expand our existing channels of interaction with current and potential customers, while providing an engaging and a compelling user experience with the brand."

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