• by Larissa Faw , June 26, 2017

Mercedes-Benz is launching its biggest digital and social media campaign of the year to promote its high-performance division known as AMG.

Developed with creative shop R/GA and media agency Merkley + Partners, the "Join the Obsessed" campaign celebrates the brand's 50th anniversary by highlighting the unit’s innovations.

A first for Mercedes-Benz, a mobile video was developed in tandem with Facebook’s Creative Shop to help ensure the content would receive maximum exposure.

"The execution reflects the fact that marketers continue to look for ways to maximize real estate on mobile so this is an example of thinking beyond the limitations and borders of sometimes limiting aspect ratios in social media to showcase immersive content," the client stated.

“Join the Obsessed” debuts on Facebook and Instagram with a video inviting people "obsessed" with driving to view the explanatory video Summer, followed by shorter, model-specific videos.

The campaign continues with subsequent Facebook Canvas units depicting an obsession in numbers, followed by carousels on both Instagram and Facebook aimed at boosting overall awareness of AMG since many Americans aren’t as familiar with the AMG brand as Mercedes-Benz. 

Also the program is supported with paid media on Facebook and Instagram and organically on Twitter and YouTube.