Mercedes-Benz
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 Marketing
Insight
Brand loyalty isn't just a function of delivering on a promise—it's forged through a shared passion for what matters most. Our customers weren't just using their Sprinter vans for work; they also used them for pursuing adventure, exploration, and active lifestyles.
Idea
We brought the Sprinter van lifestyle to life through a high-energy, interactive experiential activation at the UCI Mountain Bike World Championships. This hands-on adventure allowed fans to engage directly with the brand and fellow enthusiasts through outdoor exploration, competition, and unforgettable moments. We then extended the experience digitally with a photo-based scavenger hunt that let users win exclusive swag.
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.
Impact
The event strengthened brand loyalty by immersing fans in the Sprinter van's adventurous lifestyle and turned passionate enthusiasts into vocal brand advocates—delivering exceptional engagement both on-site and online.
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