UCI MOUNTAIN BIKE WORLD CHAMPIONSHIP
"How can Mercedes-Benz engage our Sprinter Cargo Van loyalists in a way that connects with their life away from work?"
— Mercedes-Benz Canada Sprinter Van Marketers
Insight we discovered:
Brand loyalty isn’t just a function of delivering on a promise, it’s forged through a shared passion of what's important. Our customers weren't just using their Sprinter vans for work, they also used them for pursuing adventure, exploration, and active lifestyles.
Creative concept:
“UCI Mountain Bike World Championship”
We brought the Sprinter van lifestyle to life through an interactive, experiential adventure; a hands-on experience that allowed fans to engage with the brand and other customers through outdoor exploration and competition.
A Crash Course In
Meeting KPIs
The s'mores were roasting and the bikes were racing. Now, we needed to translate our incredibly popular in-person booth into a digital experience that could deliver big, too. So, we created a photo-based scavenger hunt where users win exclusive swag.
Results:
The event strengthened brand loyalty by immersing fans in the Sprinter van's adventurous lifestyle, turning enthusiasts into advocates.