Mercedes-Benz combines international online brand platforms: Mercedes-Benz.com to become digital brand magazine
Stuttgart
Mar 14, 2012
  • Further development of the international Mercedes-Benz website www.mercedes-benz.com into a premium digital magazine
  • Bundled presentation of the Mercedes-Benz world in seven editorial departments: Vehicles, Innovation, Design, Sport, History, Fashion
    and Zeitgeist
  • Re-worked design of the national websites in 97 markets
Stuttgart. Mercedes-Benz is to combine its online activities, developing the international website www.mercedes-benz.com into a digital brand magazine. From March 2012 the contents of the brand platforms Mercedes-Benz TV, Mercedes Magazine Online, Mercedes-Benz Reporter and the Fashion and Golf website are to be integrated here. The user-friendly premium magazine offers editorially prepared contents and aesthetic images. It thus enables surprising insights into the many facets of the world of Mercedes-Benz. As digital heart of the brand, this website is also optimised for tablet PCs.
“With the further development of our website into a central, advanced brand magazine, we can bring together contents from the Mercedes-Benz world and thus provide a clear orientation for the user”, says Anders Sundt Jensen, Director of Brand Communication, Mercedes-Benz Cars. “The focus will be on its character as a magazine. We place a premium on an emotionally-appealing presentation of contents, which are furthermore continuously updated. With this, we transcend by far conventional international corporate websites, offering visitors unique possibilities to experience the Mercedes-Benz brand in digital form.”
A modern information architecture and an innovative concept
The new brand magazine is characterised by its modern information architecture, the innovative data visualisation it features as well as further highlights – for example, an incremental search function with image results. The high-quality contents are presented in seven editorial departments: Vehicles, Innovation, Design, Sport, History, Fashion and Zeitgeist, the spirit of the time. Through the full integration of the heretofore separate Mercedes-Benz TV video channel it offers – in addition to articles, photo galleries, reports and interviews – a great amount of video material, too. The video contents from all editorial departments can be also accessed under the heading “TV”. Navigation is extremely user-friendly: vertically on the menu point level and horizontally in the articles. This makes the digital premium magazine compatible for use with tablet PCs. An innovative gallery mode offers the possibility to switch the entire website to an explorative navigation.
Together with the new digital www.mercedes-benz.com brand magazine, Mercedes-Benz will offer three strategic online brand platforms in future. The two platforms established last year: the magazine “mb! by Mercedes-Benz” (www.mercedes-benz.com/mb) and the interview magazine “The Avant/Garde Diaries” (www.theavantgardediaries.com), will remain as independent formats to address new and young target groups in particular. A selection of their contents will also be published at www.mercedes-benz.com in the division “Zeitgeist”. The music download platform “Mercedes-Benz Mixed Tape” has been integrated in the mb! magazine.
Design re-brush of the international product sites
In the framework of the brand opening to new target groups, Mercedes-Benz has re-worked the design of its web appearance in 97 markets. From March on, 97 markets will appear successively in a new, modern look and feel with optimised user guidance. The homepage will show topical subjects with a clear layout and integrating links to social media such as Twitter und Facebook. Interaction elements will be highlighted and the most used entry links reorganised in the interests of simpler navigation. With this re-brush Mercedes-Benz transfers the fascination of its products to the country-specific websites, making them even more up-to-date, more informative and with greater emotive appeal.
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Media Contact
Tobias
Müller
Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars
Phone: +49 711 17-77368
Fax: +49 711 17790-95378
Melanie
Graf
Brand Communication for Mercedes-Benz Cars and Lifestyle Communication for Maybach, AMG and Mercedes-Benz Design
Phone: +49 711 17-76876
Fax: +49 711 17790-51944
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