'Countdown To The Open' Launches Mercedes-Benz Branded Golf Video Series

German car giant Mercedes-Benz set the stage as an official patron of The Open with the launch of a new film to build excited around the 2015 tournament as it returns to the home of golf at St Andrews.

‘Countdown to The Open’ showcases stunning Scottish scenery, explores the contours of the Old Course, tells the history of the tournament, interviews some of its stand-out stars and Mercedes-Benz’s role in the tournament as it builds anticipation and excitement before the 16 July tee-off.

The video, posted online on Mercedes’ own digital platforms and seeded across the online golf media, also explores the tournament from the perspective of past and present Mercedes-Benz golf ambassadors.

It also features current Mercedes golf endorsers Martin Kaymer and Marcel Siem.

The film was the opening episode in a series of digital videos revolving around The Open.

The second spot, posted on 15 July, was a Martin Kaymer video guide on how to play St Andrews – offering tips and insights from the star on how to tackle the famous Old Course.

This was followed a day later by a Marcel Sims’ ‘Bunker Tips’ film,

and on 17 July by a further film focusing on The 2015 Open ‘Practice Round’ – featuring Martin Kaymer, Bernhard Langer and Marcel Siem enjoying a practice round together on the famous links.

This spot enables Mercedes-Benz consumers inside the ropes to get an exclusive insight into how the players approach the world’s oldest golf Major, and see just what it means to play on the iconic Old Course at St Andrews.

Further branded content – from articles to interviews – are posted on the golf section of the Mercedes microsite.

The premium auto brand is using content across its social platforms to drive users to its core digital site.

Innovative, Passionate Golf. join #mbGolf at the world's oldest golf Championship, #TheOpen: http://t.co/jN4nGJa0N3 pic.twitter.com/PsREfu9uUN

— Mercedes-Benz (@MercedesBenz) July 15, 2015

Mercedes-Benz has several brand ambassadors playing in The 2015 Open this year – including Martin Kaymer and Marcel Siem.

As the official car of The Open it is also providing more than 100 vehicles for players, caddies, patrons, coaches and officials to use throughout the week.

Ensuring the brand benefits from added visibility in and around the event.

Furthermore, Mercedes-Benz models are on display at several locations around the tournament site – giving golf fans and car consumers an opportunity to view the cars up close.

Comment

Mercedes-Benz is the official vehicle of nine major tournaments this season – including The Masters and PGA Championships.

The Open is an event that is rich with tradition and history and provides an experience of the very best the golfing world has to offer – thus offering Mercedes a platform to position itself as an auto brand with similar brand values and positioning itself (‘luxury’, ‘exclusive’ and ‘timeless’).

This is an opportunity for Mercedes to associate itself with its users, in context to their lifestyle in an event that aligns the user’s lifestyle to the brand attributes.’

Indeed, over the last decade or so Mercedes-Benz has steadily built a strong heritage as a supporter of golf.

Earlier this year the German automaker kicked off the golf season at The Masters with a social media-driven campaign featuring a new Instagram account focusing on the tournaments.

In fact, the tactic of rolling out a stepped, daily series of event-led online videos fronted by the auto brand’s golf ambassadors is an activation approach it also used at The Masters (see case study).

Links:

The Open / Mastercard Website:

http://www.theopen.com/patrons/mastercard

Mercedes-Benz Website:

https://www.mercedes-benz.com/en/mercedes-benz/sports/golf/the-open-2015/?csref=_sm:in_twr_pc

Mercedes-Benz Website:

https://www.mercedes-benz.com/en/

Mercedes-Benz Facebook:

https://www.facebook.com/MercedesBenz

Mercedes-Benz YouTube:

https://www.youtube.com/user/MercedesBenzTV

Mercedes-Benz Twitter: